Pinterest creates opportunities for new ways of campaigning

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.



Filed under social media

6 responses to “Pinterest creates opportunities for new ways of campaigning

  1. I believe that so many people try to give social media a try, and launch what they believe will be the next flavour of the month. Pinterest has managed to do this. Some social media are specifically designed for some interest, such as Ravelry ( which looks at the crochet and knitters community. Pinterest seems to have captured the eye of females, and its my belief that it will be difficult to change perspective and use of this platform. The creators clearly intended it for everyone to use but its up to the people to decide if and how to use it.
    I am sure just as you mentioned that Kortex who used Pinterest for a campaign will only be the first out of many more to follow.

  2. i do agree that it will be a challenge for Pinterest to attract the male audience since it’s clearly considered a ‘female-site’. However, as with all trends, there is now an ‘anti-trend’ or rather a male response to Pinterest called ‘Dart it up” ( It’s like Pinterest but with a male perspective, where you don’t ‘organize and share things you love’ but simply ‘Share and save cool s*it’. You can read more about the new site here:

    ‘Dart it up’ might be a good option for the male audience to partake in the new photo sharing trend. And I’m sure this website will create a lot of buzz since the topic of how females have overtaken Pinterest has been on everyone’s lips lately.

  3. Judy Gikaru

    The online PR campaign generated for Kortex that you point to is totally ingenious. It is a great illustration of how PR can use the repertoire of new social tools to run an online campaign. Although I have not seen how the success of the campaign was measured, I notice that the choice of Pinterest was supported by available data on the use of the tool against other popular tools (82% women are active users of Pinterest). The ’50 inspirational women’ to drive the campaign was also a strategic pick, and so was the decision to amplify the campaign through the mix of facebook (which allows for content) and twitter (for drawing attention to the subject) and finally Instagram for carrying the photos. Most importantly, the online campaign was able to link with real life by delivering custom-designed gifts to the selected women.

  4. Very neat to see how the Kotex campaign had such a large ripple effect, not only via Pinterest, but through other social media venues! It is a great example of the ‘Birthday Paradox’ that Clay Shirky mentions in his book. I find it interesting that Pinterest appears (on the surface) to be a less interactive site for users, i.e. people communicate via images only, not with a lot of text. Yet, the Kotex campaign certainly implies that through Pinterest boards one might get a clearer idea of a person’s interests and personality than through a tool like Facebook or Twitter – enabling the company to target more accurately. Perhaps images speak louder than the written word when it comes to expressing yourself online? I also wonder what application Pinterest might have for other organizations beyond this one. Is it something that a hospital could use, for example?
    Thanks too for sharing the ‘Dart it Up’ site, Elisabeth. I hadn’t heard about that, and think it is going to be worth following to see how the gender targeting plays out in this forum.

  5. “Pinterest is the latest fad to sweep social media” or “Pinterest is the new black” these are some of the Headlines you can find out there about Pinterest these days.

    As the old saying goes, “a picture worth a thousand words” and that seems to work perfectly for Pinterest. As you can see in a new infographic, customers who find a product via Pinterest are more likely to purchase it than those who find the product via other social networks. A fact which proves that a clear evolution has been drawn those 25 months of platforms’ life.

    So, Pinterest has grown enough to be a game! A read an article about “PinPuzzle”; PinPuzzle is a mobile game. “ Photos from individual boards are displayed first in their entirety, and then as slivers of a puzzle you have to slide around and put back together. Pictures are gradually made out of more pieces as the game progresses, and your score is determined by how fast you’re able to reconstruct them.”

    I don’t know why someone would like to pay for that game…?

    My point here is that since Pinterest is becoming a big player in the game of converged media. Usually numbers don’t lie. So everyone tries to take advantage and get any kind of profit i.e. money, publicity etc that it is possible to get…

    It’s a story often repeated, I don’t state that is a wrong tactic, but not a creative one.

  6. Angela

    I liked this campaign although if someone is going to send me a box reflecting my personality, I’d rather it contained Perfume. I also agree with Laura that the images we choose probably say more about us than our words. Nikoleta raises the interesting point about the images translating to sales which opens up a whole world of possibilities for fashion. Interesting that fashion has the possibility to increase sales with the same technology that has had an adverse effect on the music industry. Sadly we can just burn ourselves a new dress. So we can perhaps expect an explosion of micro designers?

    In relation to the campaign I would like to know how many women they approached before selecting or being selected by the 50 final women. I would also be interested to know if there was a spike in their sales during and or after the campaign and wither the increase sustained. While I liked the campaign I wonder if it is an example of something the PR industry finds creative but does not have the desired effect in real practice? I enjoyed the campaign but it has not affected my personal product selection.

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