Peaking Interest on Pinterest

Project Description

MasterBrand Cabinets
When MasterBrand Cabinets (MBCI) launched its multi-cabinet brand Pinterest page it failed to generate the excitement its gorgeous kitchen and bath cabinetry deserved. The debut of its custom cabinetry line’s new bathroom collection served as a reason for Maria and her team at Carmichael Lynch Spong to re-launch the page to interior design fans.

Omega’s new product imagery inspired influencers to design their dream bathrooms that were then pinned on the MBCI page. The image with the most votes was then “won” by a lucky pinner to replicate in his or her home. The sweepstakes campaign was also applied for the Diamond brand, focused on its renowned kitchen cabinetry.

The result: the two sweepstakes over-delivered. The Diamond brand sweepstakes generated a 25.4 percent increase in new Pinterest followers with thousands of contest repins and significant increases in engagement from the previous month. The Omega sweepstakes generated even more engagement, thanks to additional blog partnerships. That sweepstakes generated more than 3,000 referral visits from blogger placements, 300,000 impressions from blogger placements, nearly 1,500 contest repins, 9,000,000 Facebook impressions and 185,000 Pinterest impressions.

• Momentum CreatedSocial campaign, Influencer engagement, New product launch