Bearman announced the promotion by introducing the fragrance to her blog and invited her followers to contribute to the Pinterest board by sharing pictures using the hashtag #mysomethingblue. As of February 9, the board has a total of 460 pins; each pin with multiple repins - furthering the reach of Something Blue's promotion. See the description included with each of her pins below.
"What's your something blue? Instagram your ideas with #MySomethingBlue and OscarPRGirl will feature it on pinterest and facebook. Request a sample or purchase Oscar de la Renta’s newest fragrance, Something Blue www.oscardelarent..."
Bearman also utilized Twitter to announce the fragrance and the invitation for her followers to contribute.
Things to think about:
- User generated content saves the PR department some time by having the content presented to them - they simply have to pick and choose and upload the images to Pinterest. Inviting the followers to contribute to the Pinterest board also creates excitement and a desire to get involved. Each pin and repin also furthers the reach of the announcement of the fragrance's arrival.
- If the contributor's username was somehow included in the pin, it would have generated even more user excitement. However, it would have been a little more complicated and would be much more time consuming due to the hundreds of pins.
- Promoting a product
- Any kind of contest
- "Instagram your #WelcomeSpring2013 outfit and see if it makes our Pinterest board!"
- "Share your favorite photos from Saturday's event with #LLSGrandFinale and check our Pinterest to see if you and your friends are featured!"
Any other thoughts of how to utilize Instagram and Pinterest to promote a product?
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