Pinterest is currently the third most popular social network in the U.S. With fashion, crafts, gifts and hobbies being the tip-top trending topics on the platform, we’d better believe lifestyle bloggers are marking their territory there.
So how can Pinterest, a visual, two-dimensional social space dedicated to abstract ideas that inspire us, be used to foster robust and tangible results for a PR professional? How can we take advantage of this growing social medium to transform “blah” blogger relations tactics into remarkable and unforgettable ones?
Take it from a millennial who sleeps with her iPhone at night, no matter how high-tech or new-age a social venue you’re working in is, successful influencer relations all boils down to one thing, and that’s good old-fashioned PR: building relationships, digging for the perfect pitch, showing you care and getting personal.
Back in March, Kotex launched an out-of-this world awesome PR campaign that instantly inspired me. The company analyzed their target bloggers based on their Pinterest boards, found out all of their favorites when it comes to crafts, wedding dresses, shoes and more, then created a gift box for each of them. All their bloggers had to do to win their customized gift box was re-pin it. Pretty simple, huh? Well, this simple strategy garnered 694,853 online impressions and 2,284 interactions. The best part? Their pitch list contained no more than 50 targeted bloggers.
The Kotex group’s work was highly personalized. It took time, plenty of research and probably a small dose of stalking to get the job done. They delivered on their objectives because they dove into a non-traditional space, dared to ditch the inverted pyramid and spoke to bloggers in their language using timeless and classic PR smarts. They carefully tailored the pitch to each influencer’s unique interests and paved the way for a lasting brand partnership.
What are your thoughts on Pinterest as it relates to PR? Have you come across other unique brand campaigns using this platform?