Shopping mall chain Westfield has paired with retail ad agency IdeaWorks to launch a new campaign to highlight its fashion offerings on Pinterest.
The ‘Repin It’ campaign encourages Pinterest users to use the repin button – similar to using the retweet button on Twitter – to share Westfield products with their followers on the social network.
Users can also search for certain phrases such as ‘#monochrome is trending’ and ‘#newboho is trending’, with or without the hashtag. Doing so will bring up fashion items from various stores within Westfield malls.
IdeaWorks’ Kate Murchison says Westfield hasn’t had much to do with digital in the past.
“We asked, ‘How do people actually ingest fashion, and how do they research and get inspired by fashion?’,” she says.
“It’s changed from the days of waiting for Vogue to come out. People are always online and always researching.”
For now the focus is on Pinterest, but IdeaWorks has a plan for Facebook, Instagram and Tumblr as well.
“Pinterest was just naturally within that, and we chose Pinterest in terms of a competition because it was kind of a new platform for us, and we needed to get people on there and engaging with us,” Murchison says.
“Westfield is not a retailer themselves so the whole idea is to get people in and advise women about what’s on trend.”
The intention is to show what products are available and “make a connection to retailers as well”.
To get users engaged with the Westfield Pinterest page, IdeaWorks sent out an email to a database of Westfield VIPs. There has also been some banner advertising on websites like Fashion NZ and NZGirl, says Murchison.