It is important for marketers to be at the forefront and constantly scan the social media landscape for new trends that are emerging. Pinterest is a good example of a social media platform which has spiked lately. In January this year the site had more traffic than Linkedin, YouTube and Google+ combined.
What is pinterest? It is basically a photo sharing site. It gives you the ability to create bulletin boards with your favorite categories, like art, design and photography etc. And when you find something that you like on the web, it might be a good receipt or some beautiful shoes, you can just ‘pin it’ to the appropriate board. Your Pinterest friends will be able to see your pins, and comment on them or re-pin them. It’s like a scrapbook of your life.
Studies show that currently women make up about 82 % of the active users on Pinterest. This is something that manufacturers of female products should keep an eye on, as it offers great opportunities to launch campaigns in a new innovating way.
That is exactly what the Israeli ad agency Smozy did for the company Kortex. They claim that this is the first Pinterest campaign in the world. The campaign targeted 50 inspirational women on Pinterest and brought their pinned inspirations to life, by designing personal gifts to each of the women and sending it to their doorstep. The women then pinned their gifts onto Pinterest , posted them on Facebook, tweeted about them and uploaded them to Instagram.
This is certainly not the last Pinterest campaign we’ll see. As the website evolves it will probably try to draw the male audience to it as well, resulting in more opportunities for innovative campaigns. As Kortex mentions in this short clip; Pinterest is the ultimate social platform for self expression. It gives a unique insight on the target audience, which is very valuable when designing and implementing a campaign.