And they were women with an audience that filled two vital criteria: With the major announcement yesterday that Pinterest would now provide analytics to its business users, we thought an appropriate Case Studies this week would involve the use of the social network. What methods do you use to determine who your industry influencers are? After all, by targeting influencers, the ultimate audience whom you hope to reach is the average user, so make an effort to reach out to every person you can. Download our eBook today Learn how to take control of your social data in order to build your business! Tell us in the comments below or on Twitter!
They did not need to include lavish, overpriced items because they knew that what they had included was worth much more. And they were women with an audience that filled two vital criteria: The gifts were not a bribe, they were simply gifts with one small request. The Kotex example is one of the finest uses of Pinterest and social media to date. It took a lot of insight for the marketing executives at Kotex to understand this. How are you reaching out to your influencers?
As the world of social media exploded with the introduction of Pinterest last year, the first network of its kind, dominated almost entirely by women, Kotex and their social media marketing team had the brilliant idea to run a pintsrest media campaign centered on the women of Pinterest.
But when we consider the fact that this social media campaign relied heavily on a viral effect, we think the best lessons to pull from the Kotex Case Studies relate to the importance of influencers. As marketing on social media continues to evolve, it is certain that we can expect other campaigns to catch on as virally as this one did, but with regards to the use of influencers, it is hard to think of another example as perfect a Case Studies as this one.
Kotex was lucky that the campaign was as innovative and original as it was.
Case Study: Kotex’s Unique Way in Approaching Pinterest
These were every day women who happened to build a large and highly engaged following on Pinterest by simply being active and posting content their followers loved to share. The reason why there was such a high response rate and such a viral effect was because Kotex customized these gifts to the tastes of the recipients.
There is a lot we can learn as marketers from this campaign.
First-mover advantage worked wonders for pinerest Kotex brand, but we cannot all hope that our social media campaigns will go viral the way the Kotex campaign did. They asked for only one thing in return: Kotex could easily have sent them gift certificates for a lifetime supply of Kotex products, but rest assured, the returns would have been far fewer. These women posted pictures of each component of the gift on both Pinterest and Instagram, made comments on Twitter, Facebook and reached out to their extended networks to tell them all about this wonderful gesture by Kotex.
Contact Us If you would like to know more about the services we offer and how we can help pingerest brand grow, please contact us. When it comes to social media, industry influencers are no longer part of a closed off group comprised of the economic and social elite — anyone and everyone has the ability to be an influencer.
The brilliance lay in how they decided to design the program. Kotex asked these women to do one thing: Marketers need to keep this in mind.
Giving these women the freedom to do what they wished with regards to sharing the gifts and experience with their communities pknterest to them immediately taking the opportunity to boast about how special they felt thanks to Kotex. It took a lot of insight for the marketing executives at Kotex to understand this. But the beauty of social media is that these women decided, on their own accord, to take the Kotex campaign to the next level, and involve virtually every avenue of social media they had access to.
At the time, Pinterest was the newest, hottest social network and Kotex was the first brand to take advantage of pinterets in the way that they did. Tell us in the comments below or on Casd
How are you reaching out to your influencers? Kotex knew their demographic and the audience they could reach, but they knew that referrals are so much more powerful than direct marketing.
Kotex: Pinterest Campaign on BannerBlog
After all, by targeting influencers, the ultimate audience whom you hope to reach is the average user, so make an effort to reach out to every person you can. Download our eBook today Learn how to take control of your social data in order to build your business!
Brand loyalty is brand loyalty wherever you find it. The gift baskets sent by Kotex did not include fancy electronics, or high-priced jewelry.
It was for that reason that the marketing executives at Kotex went looking for their social media influencers on Pinterest. What methods do you use to determine who your industry influencers are? With the major announcement yesterday that Pinterest would now provide analytics to its business users, we thought an appropriate Case Studies this week would involve the use of the social network.
Kotex – Chris Rawlinson | Adspiration
Kotex created a campaign that had an inherently viral element to it; by giving these women individually-inspired gifts and making them feel unique, it was only a matter of time before they shared the experience with their communities.
But in order to find these influencers, you need to keep this next lesson very much in the forefront of your thinking. These were women who had a reach far beyond that of Kotex alone. Effectively, Kotex sought out the 50 most influential women they could find on the social network after reviewing thousands of accounts and their followers, and began searching through their boards to determine what inspired them.
So remember, a little thought can get you a lot further than the easiest option. Furthermore, Kotex did not give these women an ultimatum. A little research into their industry influencers resulted in the numbers you see above.