The Marketing Association hosted yet another sell-out Brainy Breakfast event last week, with over 300 marketers filling the Crowne Plaza’s conference room ready to listen to international social media expert, Brian Giesen and Jennifer Duval-Smith, executive director at Social@Ogilvy in New Zealand, speak about Pinterest—and how to use it to leverage social media campaigns.
As an award-winning, founding member and director of Social@Ogilvy, Giesen, an American expat based in Australia, carries with him a vast amount of knowledge in the social media space. However, on this occasion, his focus was on the latest social media phenomenon, Pinterest.
According to Giesen, Pinterest is currently the fastest growing social network, even overtaking Facebook numbers. Over 150,000 New Zealanders are currently signed up, with 620,000 in Australia and over 34 million globally.
Pinterest is essentially a virtual ‘Pin Board’. We see things we like on websites or take photos of things ourselves, then share this content online. In other words, we ‘pin’ what we like, create ‘pin boards’ of what we love, and share it with other ‘pinners’. It's highly integrated into Facebook and Twitter and this is what makes the platform so addictive and so sharable.
Three things to know about Pinterest
1. Almost 80 percent of users are female.
2. It is also a slightly older demographic, with an average age range of 25-34 year. This counts for about 30 percent of the audience.
3. It is highly addictive. The average time spent on Pinterest is about 16 minutes, which is slightly higher than Facebook users.
While most of us know what Pinterest is, very few really know how it can be applied successfully to leverage a social campaign. So Giesen provided a case study of how it can work with a Kleenex campaign carried out by Social@Ogilvy for Kimberly-Clark Australia called ‘Pin to Make a Difference’.
The focus of the campaign was to drive positive word-of-mouth online about Kleenex Cottonelle, drive a sustainability message in support of Kleenex Cottonelle’s ‘Love Your Forests’ TV advert, and dial up the brand values of ‘environmentally friendly’ and ‘cares about people.
During the planning phase, the Social@Ogilvy team conducted some research into the target audience: mums. From there, it looked into what kinds of conversations were taking place online with regards to household good. It was here they established that not only do everyday household goods spark a lot of chatter online, but ‘helping’ others is the number one reason Australians were chatting online about these household goods.
Through this research, the team found a lack of practical know-how to make the home more sustainable and thus, saw it as a perfect chance for Kleenex to step up in this space.
This then led to the big idea: What if Kleenex Cottonelle could get thousands of Australian mums pinning to make a difference?
To kick-start this campaign, the Social@Ogilvy team began by getting the brand onto the Pinterest platform, pinning images, building pin boards. It then recruited prominent Aussie influencers like Channel 7’s Sunrise presenter Mel Doyle and Pro-blogger Darren Rowse to act as event draw-cards and seed the message through their networks.
30 bloggers and media attended Australia’s first ‘Pin to Make a Difference’ half-day event. Guest speakers from WWF, FSC and Kimberly-Clark inspired the conversations, kick-starting 520 online conversations and reaching over two million people.
It held a 15-minute “fastest pinning” competition and the event trended #1 on Twitter in Australia with the hashtag #PIN4GOOD, even beating The Voice!
The Social@Ogilvy team invited mum bloggers to host micro contests on their networks giving the winners a Kleenex Cottonelle Goody pack. And to date, 108 micro contest conversations have taken place, reaching +20,000 people in mum blogger communities. 100 percent of this coverage was positive and all included a sustainability message and brand links, reaching a total of 1.5 million consumers.
In addition to this, ‘Pin to Make a Difference’ continues to gain industry recognition. The campaign is currently rated in the ‘top 10 brands using Pinterest’ by Marketing Magazine, and made it into the ‘eight Australian Brands to Watch on Pinterest’ list by the Village Agency.
In conjunction with Pinterest, Twitter was a key driver to involving people in this event and driving reach.
- Georgia Ness is an account manager at Bullet PR