I’ve read a lot of articles recently telling you how to use Pinterest, but what really gets me excited is discovering a brand that does it to the tee!
Pinterest being my latest obsession lead me to discover Chobani a really great example of a brand using social media the way the Evan Sharp (Pinterest designer and co-founder) intended.
“For most consumer brands, the idea behind your brand makes sense on Pinterest. Since you’re not supposed to blast pictures of your products on Pinterest, try to think outside the box and pin images that capture a lifestyle and/or the essence of your brand. “
To be successful on Pinterest brands need to take a more holistic approach to marketing. Like other social media platforms Pinterest can be more effective and engaging than traditional advertising because consumers actually see how the brand fits into their lives.
Let’s use AMC Cookware as an example. it would be pointless to pin product pictures from the website however pinning related food and kitchen related images is a different story. Images from different types of cooking appliances, beautiful kitchen decor, cutlery, dinner parties and delicious food creations or recipes–basically anything related to cooking and food will speak to their target consumer and close the gap in the consumers mind as to how the brand fits into their lifestyle.
Linking related food, cooking and lifestyle images to the brands will increase the awareness, thus making pinners more familiar with and more likely to trust the brand, visit the website and maybe even make a purchase.
Pinterest tells stories
Going back to Chobani they’ve really used Pinterest to encapsulate everything their brand stands for and in a very simple way show consumers different ways it fits into their everyday lives.
Essentially this platform offers brands the opportunity to tell stories and visually communicate what they want consumers to believe, think, and feel.
Check out some other brands Open Forum thought are pinning things right and telling their brand story:
- West Elm: The furniture brand posts images of various rooms–bedrooms, bathrooms and kitchens–to inspire the interior designer in you. By showering you with beautiful homes, it gets you thinking about nesting without taking an overtly sales-y approach.
- Gap: The fashion company pushes the envelope and goes a bit into promotional territory. It’s Holiday Gift Guide board is a collection of beautifully designed ads with marketing copy, a la the in-store signage. On a “wintry’ board, there’s a collection of images of snow and icicles, interspersed with Gap’s own puffer jackets. And there’s a board devoted to people wearing Gap, from Gap models (like Amy Poehler and Will Arnett) to everyday consumers.
- Etsy: When your website is a marketplace for creative and adorable goods, Pinterest is your social network soulmate. The brand pins images of “handmade weddings,” stationery, fashion, gift ideas, “cool spaces” and holiday decorating tips.
- Rent the Runway: The fashion-rental site groups its boards into occasions–bachelorette party, fall wedding, dance party, New Year’s Eve–and each board contains various “looks” for that particular event to help you get inspired and achieve an appropriate look.
- Birchbox: The beauty subscription service pins close-ups of made-up hair, eyes, lips and painted nails to show various looks that can be created with makeup. There’s also a board devoted to food, since a girl has to eat.
- Modcloth: The ecommerce site sells apparel, but its Pinterest page looks more like a deep-dive into vintage-loving founder Susan Gregg Koger’s mind. There are retro pictures, DIY crafts and home decor boards, which essentially make the Modcloth page a go-to for any thrift-store shopper.
- AMD: The tech company curates boards for a nerd’s life–there are quirky gadgets, creative interpretations of the computer mouse, cute laptop bags and pictures of computer workstations.
- Whole Foods: Whole Foods is a healthy lifestyle mecca, and its Pinterest boards reflect that. There are boards devoted to recycling, beautiful gardens, kitchens, art projects and even the Whole Planet Foundation, which offers microcredit to the entrepreneurs who sell goods through Whole Foods. The Pinterest is holistic, just like the brand itself.
- Travel Channel: You’ll observe a serious epidemic of wanderlust on Pinterest, which means that the Travel Channel has an innate advantage. With access to destinations far and wide, the brand is able to fill up boards of beaches, food, city landmarks, exotic animals, travel souvenirs and more. There are even boards devoted to the channel’s various shows to give an inside look at what goes on when the camera turns off and to offer insights into the hosts’ travels.
- Mashable: Their community team pins memes and other tidbits of web culture, in addition to gadgets, which are the facets of our digital and tech coverage that are the most visual.
- The Today Show: NBC’s morning show has something for everyone on Pinterest, since that’s also what it offers on-air. You’ll find behind-the-scenes anchor antics, pics of the Today Plaza, recipes and even cute animals.
- Drake University: The school pins images of dorm life, as well as bulldogs (Drake’s mascot) from all over the web.
Quite a powerful platform considering the share-ability of Pinterest and its cross over with other social networks. Storytelling just got a lot more Pinteresting!