Kotex - The best use of Pinterest yet?
With Pinterest literally ‘so hot right now’, we have only seen a handful of brands harness its power to engage their creative audience. Lands End keeps springing to mind for their ‘Pin it to win it' campaign as does the recent competition from BMI that had people re-pinning images to win holidays.
However this is the first highly-targeted campaign I have seen from a brand. For ‘Women’s Inspiration Day’, Kotex searched Pinterest for 50 influential women. they then browsed their boards to get a sense of what inspired them. They then simply created a personalised package and sent it out to them. Being ‘influential’, the women then blogged, pinned, liked and shared their gifts. Thus, free exposure for the brand. What’s impressive is that nearly 100% of the women that recieved gifts went on to share their experience.
Campaign via Smoyz in Israel.