Best of 2014: Our Favorite Pinterest Campaigns
Since Pinterest launched in 2010, millions of users have scoured the visual discovery platform in search of the perfect pie recipe, tips for rewiring kitchen lights, or inspiration for a new, trendy hair color. Shoot, I'm not ashamed to admit that I planned 90% of my wedding using Pinterest.
In 2014, many brands started to really understand Pinterest's value and focused on developing strong content marketing on the platform. Acknowledging the importance of the platform for businesses, Pinterest launched self-serve ads and improved analytics in June. We're excited to see how businesses continue to improve their presence on the platform and take advantage of the recommendations and referral traffic that drive sales and affinity for products.
Here are some of our favorite brands on Pinterest in 2014:
Whole Foods really understands the value of content marketing on Pinterest, and its nearly 235,000 followers would agree. Although Whole Foods doesn't have the arguable advantage that retail brands have on Pinterest with a direct click-to-purchase action, it has really owned the channel by sharing inspirational content.
With more than 60 boards, Whole Foods covers topics from holiday baking to gardening tips to work out ideas and really own the brand mantra of healthy living. Whole Foods also crowdsources content by opening up its boards to the public so customers can share their favorite recipes. These Pins not only drive brand affinity but help customers to get inspired and create their grocery lists for their next shopping trip at Whole Foods.
Contests have been a part of the Pinterest platform since the platform began. After Pinterest made big changes to the contest terms and conditions, brands struggled to figure out how contests could work for them. Earlier this year, Urban Decay showed how it is done.
Urban Decay debuted its new "Electric" collection on Pinterest, and in tandem created a Pinterest contest. The contest asked users to Pin their own favorite festival looks for a chance to win tickets to the super popular Coachella music festival. Because Urban Decay asked users to complete a form with their email address and Pinterest username, they were able to use the contest for email acquisition as a bonus. Urban Decay gained more than 50,000 followers on its "Get Electric. Festival Style." inspiration board and encouraged fun interaction with the brand.
Nordstrom was an early adopter of Pinterest and now has more than 4.4 million followers—more followers than on its Facebook or Twitter channels. Nordstrom was one of the first brands to add Pins to its website and in 2013, the company brought Pinterest in-store by rolling out signage to all 117 stores that identified products with the most engagement on Pinterest. Nordstrom has the most-pinned products easily accessible on its site as well.
Nordstrom continues to rock this platform by pinning daily—and not just products, but lifestyle inspiration as well. Nordstrom has truly been a pioneer in this channel and one of our favorite brands on Pinterest.