Have you always wanted to try Pinterest, but you are not sure if it is right for your business? Many people assume Pinterest is a marketing tool reserved for companies that thrive in the visual medium, but Pinterest isn’t just for landscape architects or flower shops. You can effectively increase brand awareness for any product with this innovative social media platform and fuel your brand’s explosion into an entirely new customer demographic.
Let’s take a look at a success story Pinterest recently put on their website for some Pin-spiration!
With the goal of driving brand awareness in the United States, Boursin created a Pinterest campaign to show how Boursin cheese could “wow guests” during holiday parties. The “Made to Wow” campaign used a combination of 18 promoted pins (check out some of them here) and an optimized timing and keyword targeting strategy to reach new customers two to three months prior to the holidays. These visually stunning pins, featuring Boursin in every photo, gave their customers new ideas on home entertaining and holiday recipes. With a careful analysis on the pins that were the most popular, Boursin was able to increase their brand awareness dramatically.
“We’re a relatively small, niche brand. Our penetration is low. Our awareness is low. And so we don’t have huge investment levels behind the brand. For us to see the types of movement that we saw in that Millward Brown study was just really exciting because it showed us that we’re putting our dollars in the right place.” – Melanie Nemoy, Brand Manager, Bel Brands USA
The end result of their holiday campaign? Overall brand awareness increased by 35 percent, and intent to purchase rose by 25 percent. It was also a great way to reach a much coveted demographic for their brand: The Millennials. Brand awareness among that customer base increased by 55% and the purchase intent by 57%!
Interested in using Pinterest to stand out from your competition, but just don’t have the time? Rapunzel Creative can develop and implement a creative, visual social media marketing campaign for your brand, entirely unique to you and your business. Call the marketing team today at 877-709-3456.