3. What is ?
Pinterest is a social media platform
centered around lifestyle
• Pinterest lets you organize and
share your interests you find on the
web.
• People use pinboards to plan their
weddings, decorate their homes,
and organize their favorite recipes.
• You can browse pin boards created
by other people and brands to get
inspiration from people who share
your interests.
5. Benefits of Pinterest
• Ranked as the #3 social media site
with 104 million visitors
• Facebook: 7 billion
• Twitter: 182 million
•About 1 in 4 consumers reported to
spending less time on other social
media in favor of Pinterest
• 25% of consumers reported
purchasing a product after
discovering it on Pinterest
• 4 of the 5 most followed retailers on
Pinterest are fashion retailers Referral traffic is far higher on Pinterest than
other social media
7. Key Objectives
Marketing/Brand Awareness Promotional
• Not only raising brand awareness, • Web traffic and engagement
but also driving purchase behavior spikes from being present on
different channels
• Popular and fast growing social
platform that fits into LAGOS’ digital • Define brand voice and create
strategy community of followers who
interact
• Leads to customer engagement
and possible buyers • Communication is a two-way
street – sociable and responsive
Sales Cycle for an Online Platform
8. Pinterest’s Reach
Pinterest reaches current and potential customers with interests
in fashion and has purchasing power
9. Style/Fashion is the 4th most popular category
with almost 1/3 of users engaging in the topic
10. How We Fit In
• 87% of Pinterest users are women between
25-54 years old
• Our brand is highly visual in nature –
Pinterest is all about images!
• There is a planning element to our brand –
fashion and lifestyle businesses lend
themselves well to Pinterest
• Ahead of the game: Many large retailers
and competitors still do not have a Pinterest
account
• Including: John Hardy, David Yurman,
J. Crew, Ralph Lauren, etc.
• Sold at majors with leading social media
presences
13. Kotex
“Women’s Inspiration Day”
• Debuted in March 2012 by Smoyz
Creative Agency
• Found 50 “inspiring” women and
looked at what they were pinning
• Once recipient pinned the virtual
gift from Kotex, she got a real one
in the mail based on something
she had pinned
• Nearly 100% of the women
posted about their gift – including
on other social media outlets
http://youtu.be/UVCoM4ao2Tw
Over 2,200 interactions based on the 50 gifts
14. Guess
“Color Me Inspired”
• Debuted in March 2012
• Pinners created a board titled “GUESS
My Color Inspiration” and pinned at
least 5 images that inspire them for
spring based on four pre-chosen colors
• Include the hashtag “#GUESScolor”
under each pin and post a comment
on Guess’s contest rules pin with a link
to their board
• Winners were chosen by fashion
bloggers
https://pinterest.com/guessinc/color-
me-inspired-contest/
15. Ruche Boutique
“A Pin A Day In May”
• Debuted in May 2012
• Pinners created a board titled “A Pin A
Day In May” and pinned one picture
every day for month of May
• Submit the board at the end of the
month to contests@shopruche.com
• All submitted participants received a
$10 one time use coupon to use at
Ruche
16. Refinery29
“Summer Must-Haves”
• Debuted in July 2012
• Pinners created a board titled
“Refinery29 Summer Essentials” and
pinned at least 5 essentials from
Refinery29
• Include the hashtag
#r29summerstyle”for each pin
• Re-pin the contest rules and paste a
link to your board
• R29 Editors select a winner to win
Céline tote and have board featured
on Refinery29.com
17. Nordstrom
“Pin to Win $1,000”
• Debuted in July 2012 during
Anniversary Sale
• Pinners created or added to a
board with at least 3 Nordstrom item
pins
• Submit entry with board URL and
additional info
• Entered in for a chance to win one
of five $1,000 Nordstrom gift cards
18. The Zoe Report
“Celebrate TZR’s 3rd Birthday”
• Debuted in August 2012
• Pinners created a board titled
“Happy B-Day The Zoe Report” and
pinned a head-to-toe celebratory
outfit, including 3 items from Barneys
• Include the hashtag “#TZRbday”
under each pin
• Paste link to the board underneath
contest rules
• Winner was chosen by Team Zoe to
receive $500 Barneys gift card
20. Our Audience
45 year old woman
HH: + 150K
Lives in a suburban environment
Professional experience
With a family
Knowledgeable
Shops in Nordstrom and Neiman Marcus - shops online
Buys David Yurman, Ippolita, John Hardy
Wears St. John, Louis Vuitton, Donna Karan
21. Objectives and Goals
• Targets current and potential customers; grows brand awareness for current
Nordstrom customers unaware of LAGOS
• Partnering with Nordstrom amplifies our Pinterest presence and strengthens
brand identity
• Over 275,000 Pinterest followers and 1.5 million Facebook likes
• Gain followers on Pinterest and increase brand engagement
• Cross-platform promotions with Nordstrom and LAGOS social
media/affiliated blogs
• Storytelling element encourages purchase consideration (i.e. building a
lifestyle around the jewelry)
• Gather market data (pinterest.com/source/lagos.com)
• Increase web traffic to lagos.com and nordstrom.com to drive sales
• Incite stronger Pinterest referral traffic on Google Analytics
22. Our Pinterest Campaign
Example:
• Introduce in Winter 2012
• Partner with Nordstrom
• Pinners create a board titled “A LAGOS Soirée”
and pin festive winter essentials, including 3 items
# from the Soirée collection and 3 items from
# Nordstrom
• Include the hashtag “#LAGOS” or #Nordstrom
under each respective pin
• Winner, chosen by Nordstrom social team, wins
the Soirée 5-Band Stack Ring or Nordstrom gift
card and board is featured on LAGOS Facebook
page