Pinterest Case Study: How Michaels and One Kings Lane Rock Social Media
Taylor Wilson | @_twils With a rich graphic appeal and its ability to drive people’s interest into purchasing, Pinterest is a social scrapbooking platform that is here to stay. The potential for ROI has inspired many brands to begin using the social media platform. Not only are businesses using the service to increase sales, but to authentically showcase their brand, drive loyalty and engagement, and provide inspiration for their consumers. With Pinterest’s new look and analytic tools, brands can now measure their results and obtain crucial data about their followers.
Here are a few Pinterest marketing case studies that show how the platform has been used in social media marketing campaigns and how you can make the service work for your business.
Michaels Stores
Michaels Stores are North America’s largest specialty retailer of arts, crafts, framing, floral, wall décor, and seasonal merchandise. With over 1,000 stores across the United States and Canada, they have the ability to reach creative people everywhere. Out of their three-person social media team, one focuses on Pinterest full time. The boards focus on DIY projects and crafts for a variety of occasions including holidays and events. Some boards also focus on incorporating current style trends.
One Kings Lane
One Kings Lanes is an ecommerce site that sells home décor, but what sets it apart is its curated design and décor sales. The site uses Pinterest as a platform to inspire their followers. In the past, the company used Pinterest to promote a sweepstakes. Using at least one item from the site, contestants were required build a pin; the winner would receive a $1000 gift card and the chance to curate a sale. In just 9 days, the brand grew 800,000 fans.
Each of these brands exude inspiration and innovation on their Pinterest boards. These types of messages are creative yet true to the brand and help create a engaged and loyal following. With some thought, your company can use Pinterest just as effectively. Happy pinning!
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