Best Overall Brand Presence on Pinterest

Archived from the 5th Annual Shorty Industry Awards

Winners

Birchbox

Produced by: Birchbox

With 914.8k Pinterest followers at the time of entry, Birchbox has used the channel to drive community engagement, e-commerce conversion, and customer acquisition. In the channel's early days, before custom analytics platforms and apps, we ran giveaways and hidden pin promos directly from the channel which helped us build our following and reward our followers for engaging with us. Today with the help of tools like Curalate, we're running sophisticated multi-pin sweepstakes helping our brand partners gain new Pinterest followers and impressions with co-branded contest pins. From creating a dedicated board to support each month's Birchbox, to creating custom boards with brand partners like Elizabeth Arden for International Women's Day, we use the channel to both support our e-commerce shop and reinforce our brand messaging.While many brands are active on Pinterest, we use Pinterest in a strategic and innovative way. We were one of the first accounts, for example, to 'Live Pin' an event. In 2012 and 2013 we live pinned the Oscars: When celebrities showed up on the red carpet we pinned their photos to our 'On The Red Carpet' board in real time. We used the pin-in button to pin images from sites like People.com or, when necessary, used screen shots of the internet live stream. In addition to being a resource for fashion and beauty lovers we also use the channel to support our shop with programs like hidden pins and promo codes. We run ‘Hide and Seek’ programs where we post one half of an image to Facebook and encouraged our Facebook fans to go to Pinterest and find the other half of the image on one of our boards. They then need to re-pin it a certain number of times in order to unlock the promo. This initiative encouraged followers to engaging with our content. We've also announced hidden promo codes via facebook, encouraging followers to browse our boards to find the codes. Each month we create a new dedicated board to support that month’s Birchbox and corresponding content. In doing this, we are able to connect with current and new customers on Pinterest who then give us feedback on the box pins about products they tried or would like to try. Additionally, we pin every single piece of corresponding content that we create, from articles and videos to blog posts, so that we can continue to provide beautiful engaging images to our Pinterest followers and drive them back to our website. From multi-channel contests to e-commerce promotions to content sharing, Pinterest is a core part of our strategy.

Finalists

The Weather Channel's Pinterest Page

Produced by: The Weather Channel

The weather is inherently visual - it's beauty, strength and unfortunate destruction. When The Weather Channel launched its Pinterest page in February 2012, the goal was to share the weather - the good and the bad - and have a little fun along the way. When we launched our Pinterest page in February 2012, our goal was simply to share the weather and it's visual brilliance with our fans. Some were surprised to see our brand on Pinterest, but for us, it made sense. As we developed the page and our follower count grew, we tested various types of boards, ranging from weather style (fashion in any weather) and teaching the weather to recipes. We soon realized weather goes beyond a photo of a pretty sky, it's woven into many facets of our lives. Our top four boards are: Severe Weather - A collection of photos that depict Mother Nature at her most intense, which includes photos of flooding, tornadoes and wildfires. iWitness - A collection of user photos submitted to weather.com/iwitness. Space Weather - Everything about space and weather Recipes - A collection of seasonal recipes We continue to pin to our boards on a regular basis and highlight seasonally appropriate boards throughout the year. We've often been recognized as a leader in social media and our use of Pinterest is no exception.

Huggies Baby Shower Planner

Produced by: Social@Ogilvy, a global practice within Ogilvy & Mather

Huggies Baby Shower Planner is a first-of-a-kind social ecosystem that takes expectant moms and their shower planners through the planning process, from theme inspiration to invitations. It's a whole new idea in content creation that exhibits to moms just how the HUGGIES® brand is there from the very beginning of her journey. As a first-of-a-kind social ecosystem, Huggies Baby Shower Planner takes moms and their shower planners through the whole planning experience, from theme inspiration to digital invitations. The first diaper brand that mom experiences is crucial to developing a long-term relationship throughout parenthood. Knowing that we wanted to connect with moms before they deliver, it was important to reach her where she already is…online. While there were already bits and pieces of information about party planning and shower ideas out there, there was no central hub that will help mom dig through the clutter and assist her throughout the planning experience. The Ogilvy team was tasked with creating a social experience that would engage anyone planning a baby shower from start to finish. “We saw a huge opportunity to leverage the Pinterest platform,” says Liz Taylor, Executive Creative Director, “It provides the perfect environment for the Huggies brand to deliver inspiration and information in a visually driven manner.” With that in mind, the Ogilvy team brought the idea for Huggies Baby Shower Planner to life by first commissioning six style mavens and partnering with brands like Disney, to create an inspiring array of shower theme ideas, from whimsical to contemporary, to vintage, to simply adorable. Each theme includes its own treats, games, décor…and of course, diaper cakes! We were able to launch the Pinterest page with planned content that was immediately sharable, curating 30 themes with over 1,000 individual pins featuring over 800 original photos, eight specially designed infographics and one video showcasing “A Baby Shower Story.” The additional partnership with Punchbowl, the world’s premier online invitation service, allowed moms in the party planning process to create, personalize and distribute their invitations. Results: So how was the Huggies Baby Shower Planner received? With content that repined more than 1,000 times per month, the program has garnered more than 423,000 consumer impressions. With nearly 33,000 invitations sent in just the first three months, some might say it was a program just born to be successful and one that establishes the Huggies Brand as a partner to keep throughout parenthood.

OnStar - Pinterest

Produced by: Campbell Ewald

If only one word could describe OnStar, it would be “Connections” – connections with subscribers, connections to help, connections to Advisors, and connections to your car. These connections have been the focus of the content shared by OnStar’s Pinterest page since its launch in May as the first GM brand on Pinterest.There are a few hurdles that businesses on Pinterest have to address in order to succeed. One of the biggest mistakes that brand pages make is pushing out content that is of no value or benefit to pinners, or just pinning dull, salesy photos of their products. OnStar, considering all of the “connections” it provides, has created a Pinterest strategy that provides valuable and highly visual content for their multitude of pin boards. OnStar’s most popular board (in terms of followers, clicks, repins, and likes) is “Traveling with Kids”. A board themed on road trips with the family, making it comfortable, fun, and easy. Road trip tips, mess free snacks, and game ideas to keep the kids occupied populate this board. What’s important to point out that is this board does not center on OnStar, but focuses on life in and around your vehicle. These pins are very successful as they average repins of 900% higher and clicks 2600% higher than other pins on OnStar’s boards. “Rules of the Road” is another popular board on OnStar’s Pinterest page. All of the pins on this board are user-generated and were created by OnStar’s Facebook fans. Through an app, users chose from a selection of backgrounds and fonts and then created their own “Rule” of the road. For the duration the app was live, fans created over 6,000 pieces of content for Pinterest. And OnStar continues to pin these unique images, and receiving the coveted repins. “Meet the Subscribers” focuses on the most important connection OnStar has – the subscribers. Both subscribers and their stories cover this board, with click-throughs leading to detailed accounts of their experiences hosted on OnStar’s subscriber blog, OnStar Connections. Every pin by OnStar links to unique content on OnStar Connections, and in the short time OnStar has had a Pinterest account, has helped increase traffic to the site. OnStar also developed a SEO friendly pin copy strategy, which includes hashtags for easier search within Pinterest, a verified business account, and appropriately categorized boards. OnStar continues to keep up its presence on Pinterest by pinning several times a week with both timely and interesting content for its followers and potential followers. And this strategy has worked. OnStar has kept average engagement rate on their pins of above 10%, and as high as 19%. This means that pinners are finding the content both valuable and relevant, and are taking the time to like, repin, and click through to learn more.

Current Entries

The Weather Channel's Pinterest Page

Produced by: The Weather Channel

The weather is inherently visual - it's beauty, strength and unfortunate destruction. When The Weather Channel launched its Pinterest page in February 2012, the goal was to share the weather - the good and the bad - and have a little fun along the way. When we launched our Pinterest page in February 2012, our goal was simply to share the weather and it's visual brilliance with our fans. Some were surprised to see our brand on Pinterest, but for us, it made sense. As we developed the page and our follower count grew, we tested various types of boards, ranging from weather style (fashion in any weather) and teaching the weather to recipes. We soon realized weather goes beyond a photo of a pretty sky, it's woven into many facets of our lives. Our top four boards are: Severe Weather - A collection of photos that depict Mother Nature at her most intense, which includes photos of flooding, tornadoes and wildfires. iWitness - A collection of user photos submitted to weather.com/iwitness. Space Weather - Everything about space and weather Recipes - A collection of seasonal recipes We continue to pin to our boards on a regular basis and highlight seasonally appropriate boards throughout the year. We've often been recognized as a leader in social media and our use of Pinterest is no exception.

#PinLikeALady

Produced by: Starcom MediaVest Group | LiquidThread

Skinnygirl® Cocktails is not just a drink, it’s a lifestyle. To reinforce this motto, we have utilized Pinterest to showcase all things life and style, extending our ongoing “Drink Like a Lady™” campaign beyond just drinking into a way of life. In an effort to align the brand’s overwhelmingly predominant “lady” target with that of Pinterest, Skinnygirl Cocktails launched a brand page on August 30, 2012, and the two have been the perfect pair ever since. A lady loves to share, so Skinnygirl® Cocktails engaged its passionate community-oriented fanbase by pinning content relevant to our “ladies,” a group of 30-39 year-old upper-middle class women who struggle every day to find a healthy balance between work and play. We have kept our Pinterest narrative, which includes a mix of our own branded twist on holidays and special events like Valentine’s Day (“Love like a Lady”) and the Super Bowl (“Championship Chic”), and balanced living content like simplified recipes and DIY projects. All the while, we’ve still managed to maintain a strong “Skinnygirl” presence through unique captions, organic product pairings, and strategic responsibility messaging. A lady knows when to play by the rules, and as a liquor brand, Skinnygirl® Cocktails is held to a lot of them. Even with the mandated age-gate, which requires fans/followers to be 21+, the brand has seen rapid growth and engagement since its Pinterest inception. Also, the brand is obligated to promote responsibility messaging at least once per week on every social platform, so we customize it to fit each pin, capitalizing on both the brand personality and the shareable nature of Pinterest. With fun call-outs to “drinking responsibly” on a pin-by-pin basis, Skinnygirl® Cocktails manages to spread this socially significant message organically without sounding forced or overly branded. A lady doesn’t like to brag, so please excuse us as we do. Given our relatively new presence in this social space, we see it as a huge accomplishment that the Skinnygirl® Cocktails Pinterest page has a significantly higher following than most other liquor brands on this platform. Moreover, Pinterest quickly jumped to the third most influential driver to the website/product pages. This happened fast – we obtained 72.5% of our total Pinterest followers within the first month of our launch with only 11 boards and 155 total pins. Clearly, the Skinnygirl® Cocktails fans were ready and waiting for us to engage with them on this platform and, judging by our continued success on the page, we’re delivering exactly what they want.

WWE on Pinterest

Produced by: WWE

Since March 2012, World Wrestling Entertainment’s Pinterest account has helped to further develop our current social portfolio, while generating a significant brand presence on the platform. While WWE’s primary demographic is male, 18-35, our female audience remains a significant segment of our fan population that we actively reach through Pinterest. Furthermore, WWE uses Pinterest to expand our fan base, reaching new users with our fun and engaging content. Specifically, Pinterest serves as a conduit for fans to interact with our brands in ways not directly tied to our main in-ring product. Our pinboards feature numerous genres, including food, comedy, fashion, animals, party ideas, WWE merchandise and corporate social responsibility. While WWE posts its own content on our pinboards, we actively seek out pins of interest from the WWE Universe, and re-pin appropriately. This can be anything from a humorous meme-like pin featuring our Superstars and Divas, or a WWE-themed birthday party for one of our younger fans. WWE considers our fan engagement incredibly important, connecting fans with their favorite Superstars and Divas. With more than 7,000 followers, we are proud to say that our boards and pins are considerably more viral and have higher "pinner" engagement than most other sports and entertainment brands, such as the NBA, NHL, NFL, UFC, Nike and Sports Illustrated. (Pinfluencer, March 2013)

OnStar - Pinterest

Produced by: Campbell Ewald

If only one word could describe OnStar, it would be “Connections” – connections with subscribers, connections to help, connections to Advisors, and connections to your car. These connections have been the focus of the content shared by OnStar’s Pinterest page since its launch in May as the first GM brand on Pinterest.There are a few hurdles that businesses on Pinterest have to address in order to succeed. One of the biggest mistakes that brand pages make is pushing out content that is of no value or benefit to pinners, or just pinning dull, salesy photos of their products. OnStar, considering all of the “connections” it provides, has created a Pinterest strategy that provides valuable and highly visual content for their multitude of pin boards. OnStar’s most popular board (in terms of followers, clicks, repins, and likes) is “Traveling with Kids”. A board themed on road trips with the family, making it comfortable, fun, and easy. Road trip tips, mess free snacks, and game ideas to keep the kids occupied populate this board. What’s important to point out that is this board does not center on OnStar, but focuses on life in and around your vehicle. These pins are very successful as they average repins of 900% higher and clicks 2600% higher than other pins on OnStar’s boards. “Rules of the Road” is another popular board on OnStar’s Pinterest page. All of the pins on this board are user-generated and were created by OnStar’s Facebook fans. Through an app, users chose from a selection of backgrounds and fonts and then created their own “Rule” of the road. For the duration the app was live, fans created over 6,000 pieces of content for Pinterest. And OnStar continues to pin these unique images, and receiving the coveted repins. “Meet the Subscribers” focuses on the most important connection OnStar has – the subscribers. Both subscribers and their stories cover this board, with click-throughs leading to detailed accounts of their experiences hosted on OnStar’s subscriber blog, OnStar Connections. Every pin by OnStar links to unique content on OnStar Connections, and in the short time OnStar has had a Pinterest account, has helped increase traffic to the site. OnStar also developed a SEO friendly pin copy strategy, which includes hashtags for easier search within Pinterest, a verified business account, and appropriately categorized boards. OnStar continues to keep up its presence on Pinterest by pinning several times a week with both timely and interesting content for its followers and potential followers. And this strategy has worked. OnStar has kept average engagement rate on their pins of above 10%, and as high as 19%. This means that pinners are finding the content both valuable and relevant, and are taking the time to like, repin, and click through to learn more.

Tablespoon - Best Overall Brand Presence On Pinterest

Tablespoon is all about sharing joyful noms, which its approach to Pinterest makes abundantly clear. Fun, colorful and forward-thinking, Tablespoon has grown to be one of the top 50 brands on Pinterest, in terms of followers. The focus is on posting quality content that engages the community—which in turn helps the brand grow its engagement on other social sites. On Pinterest, Tablespoon is all about identifying trends and quickly responding with visuals. From hosting a highly effective sweepstakes that acknowledges user experience, to developing an innovative board and content strategy, Tablespoon builds a strong connection between users and the brand.As one of the first brands using Pinterest, Tablespoon aims to be at the forefront of user experience by evolving with the site’s users. Beyond publishing its own pins, the brand interacts by commenting, liking and repinning content; utilizing hashtags; fun, detailed board descriptions; and @-mentioning users. Tablespoon views challenges as opportunities to grow and advise future campaigns. Below are some of Tablespoon’s accomplishments: Challenge: Tablespoon recipes often have a secret reveal or look impressive when simply made. The team wanted to discover a way to tell this story in a quick Pinterest snapshot. Solution: Easy step shots on difficult-looking recipes give an instant insight into the “why” of a recipe and introduce a greater narrative depth to a single image. Challenge: Tablespoon was one of the first to host a Pinterest sweepstakes, following its desire to be experimental trailblazers. Solution: Virality: Created a colorful, branded, informative and, most importantly, share worthy image. Encourage Participation: Easily digestible sweepstakes information and a “Pin it” button included on the entry page make it simple for entrants to begin the process without leaving the page. Foster Relationships: The team chose a sweepstakes theme that inspired users to curate content they would keep and fell within their current use of Pinterest. Cross-Promotion: Involving Pinterest language and images on other channels, a blog post kept the campaign fresh and gave vibrant details; Facebook’s “pin” option helped to avoid oversaturation and keep message visible; and regular tweeting kept fans interested. Challenge: Tablespoon aims to approach Pinterest with a focus on quality content—not quantity. Solution: This means understanding how the brand’s purpose and its users’ interests collide. Tablespoon boards inspire a “Tablespoon” lifestyle and follow a strategic editorial plan. During a recent board refresh, the team created eye-catching, informative images to pin to boards scheduled for deletion. This simple step enhanced Tablespoon’s reputation within the space and created brand equity. Challenge: Tablespoon wanted to provide users with real-time pins that would relate to in-the-moment events. Solution: The All Fantasy, No Football blog feature was created specifically with a Pinterest execution in mind. Each week, a blog post lists four football-related content pieces that are pinned during prime football times to give football “un-fans" solutions.

Birchbox

Produced by: Birchbox

With 914.8k Pinterest followers at the time of entry, Birchbox has used the channel to drive community engagement, e-commerce conversion, and customer acquisition. In the channel's early days, before custom analytics platforms and apps, we ran giveaways and hidden pin promos directly from the channel which helped us build our following and reward our followers for engaging with us. Today with the help of tools like Curalate, we're running sophisticated multi-pin sweepstakes helping our brand partners gain new Pinterest followers and impressions with co-branded contest pins. From creating a dedicated board to support each month's Birchbox, to creating custom boards with brand partners like Elizabeth Arden for International Women's Day, we use the channel to both support our e-commerce shop and reinforce our brand messaging.While many brands are active on Pinterest, we use Pinterest in a strategic and innovative way. We were one of the first accounts, for example, to 'Live Pin' an event. In 2012 and 2013 we live pinned the Oscars: When celebrities showed up on the red carpet we pinned their photos to our 'On The Red Carpet' board in real time. We used the pin-in button to pin images from sites like People.com or, when necessary, used screen shots of the internet live stream. In addition to being a resource for fashion and beauty lovers we also use the channel to support our shop with programs like hidden pins and promo codes. We run ‘Hide and Seek’ programs where we post one half of an image to Facebook and encouraged our Facebook fans to go to Pinterest and find the other half of the image on one of our boards. They then need to re-pin it a certain number of times in order to unlock the promo. This initiative encouraged followers to engaging with our content. We've also announced hidden promo codes via facebook, encouraging followers to browse our boards to find the codes. Each month we create a new dedicated board to support that month’s Birchbox and corresponding content. In doing this, we are able to connect with current and new customers on Pinterest who then give us feedback on the box pins about products they tried or would like to try. Additionally, we pin every single piece of corresponding content that we create, from articles and videos to blog posts, so that we can continue to provide beautiful engaging images to our Pinterest followers and drive them back to our website. From multi-channel contests to e-commerce promotions to content sharing, Pinterest is a core part of our strategy.

Huggies Baby Shower Planner

Produced by: Social@Ogilvy, a global practice within Ogilvy & Mather

Huggies Baby Shower Planner is a first-of-a-kind social ecosystem that takes expectant moms and their shower planners through the planning process, from theme inspiration to invitations. It's a whole new idea in content creation that exhibits to moms just how the HUGGIES® brand is there from the very beginning of her journey. As a first-of-a-kind social ecosystem, Huggies Baby Shower Planner takes moms and their shower planners through the whole planning experience, from theme inspiration to digital invitations. The first diaper brand that mom experiences is crucial to developing a long-term relationship throughout parenthood. Knowing that we wanted to connect with moms before they deliver, it was important to reach her where she already is…online. While there were already bits and pieces of information about party planning and shower ideas out there, there was no central hub that will help mom dig through the clutter and assist her throughout the planning experience. The Ogilvy team was tasked with creating a social experience that would engage anyone planning a baby shower from start to finish. “We saw a huge opportunity to leverage the Pinterest platform,” says Liz Taylor, Executive Creative Director, “It provides the perfect environment for the Huggies brand to deliver inspiration and information in a visually driven manner.” With that in mind, the Ogilvy team brought the idea for Huggies Baby Shower Planner to life by first commissioning six style mavens and partnering with brands like Disney, to create an inspiring array of shower theme ideas, from whimsical to contemporary, to vintage, to simply adorable. Each theme includes its own treats, games, décor…and of course, diaper cakes! We were able to launch the Pinterest page with planned content that was immediately sharable, curating 30 themes with over 1,000 individual pins featuring over 800 original photos, eight specially designed infographics and one video showcasing “A Baby Shower Story.” The additional partnership with Punchbowl, the world’s premier online invitation service, allowed moms in the party planning process to create, personalize and distribute their invitations. Results: So how was the Huggies Baby Shower Planner received? With content that repined more than 1,000 times per month, the program has garnered more than 423,000 consumer impressions. With nearly 33,000 invitations sent in just the first three months, some might say it was a program just born to be successful and one that establishes the Huggies Brand as a partner to keep throughout parenthood.