Pinterest Marketing Case Study: Success and failure coexist

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Beijing Time July 25 News, foreign media published articles, analysis of social media Pinterest some success and failure of marketing cases.

Here are the details of the article:

Social media Pinterest has been the focus of the industry, at present the platform's user base has gradually become stable. Unlike Twitter, the number of popular accounts at the top of Pinterest is less than one-tenth of individual users, while Twitter is the only brand and celebrity that can occupy the top of the list of most-watched accounts.

In addition, Pinterest also set a number of restrictions on the brand in the user interface, brand through the Pinterest can only publish pictures, click Like and focus on others. Some brands have tried to innovate in other ways to attract the attention of fans, but the effect is not obvious.

On the contrary, individual users do very well on the Pinterest, and the method they use is very simple, mainly to publish a large number of food and fashion pictures.

Uniqlo: Has received a warm response from users through Pinterest

Uniqlo launched a promotional campaign in June this year through Pinterest, where users can see a mosaic animation by simply scrolling down the Uniqlo page, which attracts a large number of users. However, Uniqlo account is not very active at the moment.

Drake University: A Guide to college life through Pinterest

If you want to know the skills of an interview, or if you want to know what will happen after you run out of money, you can go to the Pinterest page of the University of Brooklyn to find the answer. Drake University is currently using the Pinterest platform to interact with students and provide guidance for their university life.

On the Pinterest page of the Drake University, there are many pictures related to the history and sports activities of the University of Brooks, and many other very useful Pinterest stickers.

Peugeot Panamá: Marketing in Pinterest using mosaic layout

Peugeot Panamá, a car manufacturer, has crafted mosaic layouts into puzzles and invited users to participate. Peugeot Panamá has more than 1300 fans in this account.

Wall Street Journal: turning Pinterest into a real news platform

Pinterest looks very similar to the newspaper, so the Wall Street Journal simply turned it into a real newspaper. The Wall Street Journal has set up a quotes sticker on the Pinterest, and an excerpt from some interesting article views is posted on the sticker, and if the user is interested, you can click on the picture to go directly to the original page of the article.

These brands have done a good job, but they have been very successful compared to the hottest personal user, Jane Wang, on Pinterest.

If you are not a Pinterest user, you probably don't know who this person is at all. Jane Wang is the mother of Ben Silbermann, Ben Berman, co-founder of Pinterest, who, although not a celebrity, has as many as 3.2 million fans on Pinterest, and the celebrity Oprah Winfrey (Oprah Winfrey) has 30,000 fans.

Of the most user-focused accounts in Pinterest, the number of corporate accounts is less than one-tenth of the personal account, and the holders of these personal accounts are not celebrities.

Zoomsphere, a social networking data-statistics web site, gives a comparison of the top 10 fans of Pinterest's personal accounts and business accounts, including Jane Wang, Jennifer Chong, Mike D, and the top three in personal account numbers. The number of fans has 3,828,116, 2,153,203, 1,833,889, and the top three in the business account is perfect Palette, the Beauty Department, Real Simple, The number of fans has 264,363, 217,688, 140,627.

Pinterest the number of personal account fans ranked four to 10 digits are Maia McDonald (1,792,461), Caitlin Cawley (1,721,870), Anna H (1,666,806), Daniel Bear Hunley (1,645,151), Michael Wurm Jr. (1,318,859), Bright.bazaar (1,314,796), Ez Pudewa (1,268,812).

Pinterest the number of business account fans ranked four to 10 digits were Skinnytaste (128,234), decoupled homes and Gardens (127,974), Etsy (111,963), HGTV (111,884 ), Kate Spade New York (71,228), Martha Stewart Living (69,324), Michaels Stores (64,869).

According to Zoomsphere, the most popular brands in Pinterest are small brands that are not well-known. If you're not a Pinterest fan, you won't even hear about the Perfect Palette.

The Perfect palette is actually a wedding blog, mainly publishes a variety of color theme wedding pictures. The Perfect palette has more than 260,000 fans, making it the most-watched brand in Pinterest.

There are some common features of brands that do not perform well on Pinterest platforms. In terms of the proportion of Pinterest users, almost all of the most concerned brands are targeted at female clients, many of them even for female users.

Typically, images posted in a user-focused account are better at quality, color, and artistic sense. On the Pinterest, the most popular themes include weddings, fashion, food and cakes.

In Pinterest, the most popular fashion brand is Kate Spade.

Kate Spade that it would be far from enough to release its own branded products on Pinterest. Kate Spade has set up 9 panels, each with a color theme. Here, color is the key word to attract fans.

Pinterest's most-watched gourmet brand is skinnytaste.com. Skinnytaste.com is a gourmet blogger with about 130,000 fans, ranked fourth in Pinterest's most popular business account list.

Although compete believes Skinnytaste has a higher popularity than the Perfect palette, the latter is less than half the number of fans in the Pinterest.

As a whole, media brands are Pinterest. According to Zoomsphere's data, the media industry accounted for five of the largest number of fans in the Pinterest, while the media industry accounted for 14 of the top 20. Unlike the Wall Street Journal, most media brands are simply publishing pictures on Pinterest.

Zoomsphere points out that Pinterest users are very fond of beautiful pictures, so if brands want to get more attention on Pinterest, they must publish more beautiful pictures.

However, the lack of brand-name business is Pinterest have to face the problem. Pinterest offers retailers a free distribution channel that allows them to show their products to their users, which attracts the interest of retail sales of fashion products. But many popular fashion brands such as Aéropostale, J. Crew, and Tiffany & Co have not registered business accounts on Pinterest.

In addition, many brands that have been active on Pinterest, such as Under Armour and SkyMall, have gradually reduced the number of updates and even stopped their activities on the platform altogether. Under Armour has not updated content for five consecutive weeks, and SkyMall has not been updated since last year. (Ais)