Pinterest Contests – How 6 Brands Engage Their Audience This Summer – It’s summer time, even on social media! There are some fabulous pinning contests on Pinterest this summer. Pinterest competitions are a great way to increase brand awareness and to grow your audience, especially if your product or service is seasonal. Need some inspiration? Let’s take a closer look at how 6 brands engaged their audience through Pinterest competitions. PLUS some tips on running your own Pinterest contest.
Pinterest and Airbnb teamed up in a Pin Your Dream Trip contest in June to send a lucky UK passport holder and their companion on a week-long, all-expenses paid holiday anywhere in the world. To enter the competition UK pinners needed to create a board for their dream destination and tell a story of all the things they would like to do there. In the board description they had to explain what they are passionate about and why it would be their best trip. The pins had to include “…must-see spots, must-taste flavours, and whatever properties listed on Airbnb you hope to stay in”. The board URL was then submitted via a form on a landing page. The dream was made reality for one lucky winner with the best board.
Sykes Cottages launched a photo competition on Pinterest where pinners simply had to submit a Pinterest board showing their ideal UK beach getaway via the company’s official blog page. The competition was open only to residents of the UK & Ireland. First prize was a £300 voucher to spend on a trip to any of their cottages booked through the Sykes Cottages website.
Fermob, a French manufacturer of garden furniture, had a St Tropez lounger on offer for the winner of their summer competition. To participate, pinners had to follow Fermob on Pinterest and give free rein to their creative skills on a board entitled “My summer with Fermob”. It had to be a happy board around the theme of gardens/terraces/balconies. At least one photo from an existing board named Jeu mon été avec le mobilier Fermob had to be included. Interestingly, the competition was not just restricted to French participants, but was addressed to an international audience in Europe and beyond.
To celebrate the launch of a new hair product, Paul Mitchell held a competition inviting pinners to create a Pinterest board showing their ultimate summer. Participants (from UK only) had to follow Paul Mitchell UK on Pinterest and create a board entitled #ultimatesummer. Besides images depicting their quintessential summer, pinners had to include one obligatory pin created by the company for the contest. The creator of the best board received a set of hair essentials for summer.
Sainsbury’s set up a Pinterest campaign to promote their Spring/Summer homeware collections. To enter the competition, pinners (UK residents only) had to follow Sainsbury’s on Pinterest and create a Pinterest board called #sainsburysspringdreamhome. They had to add at least 10 pins showing their dream spring home, including 5 items from some specific boards on the Sainsbury’s Pinterest page plus a pin of the competition page. The winner received up to £250 worth of products from their new spring/summer homeware collections.
Pinterest contests are a great way to engage with consumers in a personal and cost-effective way. They also help you to collect valuable data, such as customer information, preferences and feedback. This will guide you on how to improve your products and/or services and acquire more customers.
Setting up a successful Pinterest contest requires careful planning. Here are some questions to consider:
Pinterest has strict contest guidelines and rules that business owners and marketers need to follow. Contests need to be easy to enter, aligned with Pinterest branding guidelines and spam-free. Check out the Pinterest contest rules if you plan to run a competition.
This article is also available in: French