First dedicated Pinterest storytelling campaign in the Netherlands
To create buzz and momentum around garden company Intratuin’s first appearance on Pinterest and to highlight the companies living and accessories collections, we created a multichannel campaign that took full advantage of all that this social media platform has to offer.
Tapping into the main drive of its target group (women of 20-40), we created several Pinboards with inspiring examples of Intratuin’s interior decorating products and home accessories and started a contest. Pintratuin: Win your Pinboard in real life! We asked the Pinterest community to Pin their most inspiring Home Decors on a board, labeling it with the Pintratuin hashtag. The most creative Pinners would see their Pinboard come to real life!
To kick the campaign off, we created a fun viral video: a Pinterest marriage proposal gone wrong. The video ended with a call to join the inspiration on Pinterest. The video was spread online, picked up by several notable home-deco bloggers and in social media, reaching our target audiences directly and effectively. The video was also placed in an innovative Layar application on Intratuin print brochures, allowing people to scan the physical page with their phones and viewing the video as a 3D layer.
The response was phenomenal: huge traction and response online and in social media, over 500 active Pinboard participants, each sharing their Pintratuin pinboards with their own extensive network, so reaching even more of our target audience. And within 2 weeks the Pinterest following of Intratuin grew from just 80 to over 2,000, making it the top followed Pinterest account in its market. Intratuin is now an established presence on Pinterest, showcasing its collection of Interior Design and Home Accessories to a broad audience of Pinners, with a strong branding shift to inspiration and design, a stronger social connection to its target audience and an increase in SEO and website conversion.
Concept & Production: VERTOV
Director: Martijn Winkler
Social Media: VERTOV
Social channels: Pinterest, YouTube, Layar