Three Tips For Branding on Pinterest

Visual content is without a doubt the catalyst of audience engagement on social media today. Similar to a gourmet meal your content must allow your audience to eat with their eyes first, which is probably why photos tend to receive twice as many likes as text updates. Pinterest is a great platform for brands to be featured on; the platform allows you to display non-tangible aspects all of which can be related to your product or company through lifestyle portrayals and inspiring mood boards. Here is the lowdown on Pinterest accompanied by a few of our best tips on how to strategically incorporate the platform with your branding efforts.

If you are unsure where to start and what to pin – go exploring. Check out some of the most popular pins and learn first hand what type of content users want to discover on Pinterest. Try to incorporate current happenings with topics that are directly relatable to your brand or top trending pins. It is also worth investing time to re-pin, comment and follow other boards, sharing pins that are compatible with your product will increase brand loyalty and recognition with users making them come back for more visually appealing updates. We’ve compiled 3 of our best tips on how to gain value from Pinterest:

1. Get first hand insights

Pinterest works similar to the old-fashioned scrapbook. Your brands’ followers are pinning, collecting and posting about anything they love, relate to and are inspired by. This is an exceptional opportunity for you to gain valuable insights, so make sure to look at your followers, spend some time to discover what they are pinning and sharing and who else they follow. Your audience is voluntarily displaying information about their lives – don’t miss out on collecting some of the scraps!

2. Promoting a lifestyle is your targeting strategy
Pinterest breathes life into brands, allowing the particular product to differentiate itself from the rest of the crowd. This becomes a true secret garden of explorations for the audience, who can discover the idea behind their favourite ice cream or clothing brand besides looking at beautiful product photos all day. On Pinterest, the brand takes their audience by the hand and exposes their brand’s essence and values through pins and images that fits into the consumer’s lifestyle. A furniture brand could for instance post images of rooms, kitchens and décor inspiring their audience to think about redecorating.

3. Competitions that engages an audience

If there is one thing that can create audience engagement for a brand, it’s contests. Consumer give-aways are always welcomed and they manifest a positive buzz around your product. Pin it to win it campaigns are popular with followers. For instance IKEA asked their followers to make their own IKEA playbook, where they could pin products on their wish list for a chance to win gift certificates. IKEA increased their follower-product interaction as well as gaining useful feedback on popular models in their wide product range. Competitions promote and distribute product images across thousands of interactive moodboards – a simple way to gain maximum exposure with a large audience.

ikea playbook

 

So, what are waiting for? On your marks, get set and start pinning!

 

 

 

Why Oreo’s ‘Daily Twist’ is one of our all-time favorite social media campaigns

Few cookies have reached the same level of iconicity as Kraft Foods’ Oreo. Its round shape, blackish color and white cream stuffing have undeniably added to its success but as a social media agency we wonder: where would the crowd-pleasing, twistable cookie be today without effective social media marketing?

Let’s zoom in on one of their global digital and social media campaigns that reached millions of hearts (and mouths) and delivered proof that even cookies can provide endless food for thought. We are talking about the wildly successful ‘Daily Twist’ campaign that saw a 110% growth in fan interaction per social-media post only a few months after the campaign was launched. Even though the campaign dates back to 2012, in our view, it earned a spot among the best food branding campaigns on social media ever. Here’s why…

It used milestones and pop culture events to create engagement

2012 was the year that America’s favorite cookie turned 100. Needless to say, it was a cause for celebration.

Every day for 100 days, the Oreo was given a different “twist” – styled to look like Elvis, a panda bear or like the surface of Mars after the Mars Rover had driven over it. On the ‘Daily Twist’ site, users could suggest their “twist”. The campaign was driven on Facebook and also featured on Twitter, Tumblr and Pinterest.

The Oreo twists were especially created to spark conversation and sharing, referring to milestones or pop culture events that people could relate to and share their thoughts about.

It had timely and shareable content combined with an element of surprise

While some of the cookie designs were planned ahead like the Olympics or Labor Day, others were more agile, tapping into events like the premiere of ‘Batman: The Dark Knight Rises’, the release of the iPhone5 and the birth of a Chinese panda bear. Monitoring trending topics and utilizing current events ensured the content was always relevant and timely. Couple that with the surprise of what each day would bring, and you’ve got a campaign worth tuning into.

They exercized strong brand values

The campaign kicked-off with the Gay Pride rainbow cookie in recognition of the LGBT community, much to the chagrin of conservative crowds.

The Facebook post set off a heated online debate that even led opponents of gay marriage to call for an Oreo boycott. But while supporters and opponents were fighting their online battle, the rainbow cookie doubled Oreo’s fan growth.

By having a strong stance and sticking to it, Oreo established itself as a courageous brand amongst its more liberal fans.

The campaign had an integrated marketing approach, combining the offline and online worlds

The campaign finale took place at Times Square in New York. They set up a pop up agency there, from which they designed the last ‘Daily Twist’, based on suggestions from fans. Earlier that morning, the brand had asked its Twitter followers and Facebook fans to offer ideas, which were going up live on a billboard. Creatives would select the best ones and three of them were then put to an online vote. The winning cookie, celebrating the anniversary of the first high five, was designed on the spot and was displayed on a big billboard.

A seamless flow between the online and offline worlds, and the mix of social and traditional marketing allowed for a greater experience and showed that Oreo mastered the integrated marketing approach.

It put the product in the center – without being self-centered

Oreo’s ability to put their product at the center of the campaign and still make the content relatable and entertaining for a massive range of users is (in our opinion) the most important factor in the success of the ‘Daily Twist’ campaign. The content was heavily branded, yet still relevant, timely and shareable – without ever begging for likes, comments and shares.

Lessons learned

The ‘Daily Twist’ campaign set an example of how important it is to create content that resonates with your audience. There are many ways to find out what moves your fans. For Lurpak®, we identified what kind of recipes the audience was searching for. As a result, we created content that we already knew people wanted to engage with. Read how we did it here.