In the past few years, Pinterest has been the protagonist of a real-life international explosion, a phenomenon with incredible numbers constantly growing worldwide. The steady growth of their users, combined with the social media’s careful attention to what is now clearly a new platform of communication, has led many brands to explore and take advantage of this viral sensation. Kotex, a famous feminine hygiene brand owned by Kimberly-Clark, partnered with the lesser-known (at least until now) Israeli social media agency Smoyz, for the first Pinterest-based campaign that finds expression in the initiative “Women’s Inspiration Day.” The creative talents of Smoyz searched and analyzed thousands of boards of women who eagerly use the social media site, until they finally selected 50, the muses who would then become the medium itself for the campaign.
Once the “muses” were selected, they analyzed all of their boards on the website trying to find out what inspires them, after which the brand created individually personalized gift packages with the products they wanted decorating them with different styles that would capture each one’s attention. The 50 users selected to receive the packages did not have to do anything but re-pin Kotex’s original invite. How did this tactical advertising strategy go? Well, the numbers speak for themselves: 50 sent packages, 2284 interactions and almost 695 thousand impressions.
This marketing experiment was a huge success, a buzz that then involved several other social media platforms such as Facebook and Twitter, not to mention the amount of traffic generated to the brand’s websites. Both Kotex and Smoyz did a great job at carefully taking advantage of Pinterest’s peculiarities, such as females’ natural predilection for this specific social media, which holds about 68% of female users. Their careful demographic analysis combined with the use of the website for the production of gifts that were “tailored” around the user was refreshing and original.
For quite some time now, Kotex has been conducting strong content advertising strategies, starting from their very own official site, which is home to a fairly populated online community. In fact the brand has already hosted several successful initiatives such as the campaign “Stand Up for What’s Real.” The campaign is primarily targeted at young women between the ages of 14 and 24 and it is aimed at helping women to talk about a subject that is usually viewed as taboo. Overall, this campaign certainly opens an interesting new chapter when it comes to online marketing by once again demonstrating how the dynamics of communication, thanks to the new media, are increasingly moving towards a more “tailor-made” approach.
– Sasha De Vecchi