Online Marketing
Alternative Marketing--Outdoor and Smart Phones
Magazine Spreads
Allie Vitas
Pinterest Social Media Campaign
For this project, I chose to do a
social media campaign for Pinterest, an up and coming social media website
where its users and “pin” their likes to their boards. In a sense, Pinterest is
a digtal version of an inspiration board that many designs and individuals use.
Instead of clipping out outfits from magazines and color pallets, Pinterest
allows you to do this digitally.
I
chose several mediums for this campaign, including: a digital component—meaning
web ads, a viral component—Youtube videos, alternative component—out-of-home
and smart phone marketing with QR codes; and print—but not in the traditional
sense. The web ads would be placed
on websites like Polyvore.com, MarthaStewart.com, MSN living, TheKnot.com, as
well as others that fit in those categories. The YouTube videos would use
slogans like Design Your Wedding, Define Your Style, Save your Inspiration, and
Plan a Party. Ideally the videos would be of a person getting engaged on
Facebook, then discovering Pinterest. She would then create a wedding board and
being pinning, the end result would be her uploading pictures from her wedding
onto Facebook, showing obvious ties to what she pinned and liked on Pinterest.
The alternative out-of-home marketing would be stores putting on stickers to
draw people to their Pinterest pages and allow them to pin the outfits shown in
the store. This especially helps with buzz marketing and spreads Pinterest
around. The smart phone application would be an add on to the current
application an allow people to pin things they find in magazines to their
pages, simply by taking a picture through the app. This app would also be able
to list the prices of items and where to purchase them. The print advertising
focus more on articles—such as “How one bride brought her dream wedding to life
through Pinterest” or others for planning a dinner party and finding
inspiration. I believed that this was more effective because people generally
skip through ads, but read the articles.
As
an avid pinner, this campaign has a lot to do with my interests. When I first
heard about Pinterest, I thought it was the best idea ever, it meant I could
throw out the scraps of paper I had lying around and create a digital means of
showcasing who I am, what I like, what my dreams are, etc. This is why I
believe people would be eager to try Pinterest out after seeing the campaign,
especially the videos and magazine stories. I did not look at other designers
for inspiration for this campaign, instead I looked at Pinterest clean layout
and based my designs off of that.
The
purpose of this campaign is to draw people to the website, once there, they’ll
be instantly hooked. Ideally, this campaign is about connecting different
people who share interests, reveal the link between individuals, and increase
traffic to site. The target audience is women 16 to 30 who are looking for
inspiration, to plan events, mark their interests and things they like; as well
as advertisers and marketers because Pinterest is become a great marketing for
more targeted advertising. Pinterest’s brand essence emphasizes community and
connections; it is fun, interactive, and constantly growing both in pins and
pinners. I belive this was a successful project, I am pleased with the outcome
of the ads in every aspect. One of the things I could work more on is the
video; I’ve never created one before so it was a bit of a challenge for me to
edit it to become what I envisioned in my head. Overall though, I am proud of
my work and if it was a real campaign I could see it being successful.
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