Skinnygirl® Cocktails is not just a drink, it’s a lifestyle. To reinforce this motto, we have utilized Pinterest to showcase all things life and style, extending our ongoing “Drink Like a Lady™" campaign beyond just drinking into a way of life. In an effort to align the brand’s overwhelmingly predominant “lady" target with that of Pinterest, Skinnygirl Cocktails launched a brand page on August 30, 2012, and the two have been the perfect pair ever since. A lady loves to share, so Skinnygirl® Cocktails engaged its passionate community-oriented fanbase by pinning content relevant to our “ladies," a group of 30-39 year-old upper-middle class women who struggle every day to find a healthy balance between work and play. We have kept our Pinterest narrative, which includes a mix of our own branded twist on holidays and special events like Valentine’s Day (“Love like a Lady") and the Super Bowl (“Championship Chic"), and balanced living content like simplified recipes and DIY projects. All the while, we’ve still managed to maintain a strong “Skinnygirl" presence through unique captions, organic product pairings, and strategic responsibility messaging. A lady knows when to play by the rules, and as a liquor brand, Skinnygirl® Cocktails is held to a lot of them. Even with the mandated age-gate, which requires fans/followers to be 21+, the brand has seen rapid growth and engagement since its Pinterest inception. Also, the brand is obligated to promote responsibility messaging at least once per week on every social platform, so we customize it to fit each pin, capitalizing on both the brand personality and the shareable nature of Pinterest. With fun call-outs to “drinking responsibly" on a pin-by-pin basis, Skinnygirl® Cocktails manages to spread this socially significant message organically without sounding forced or overly branded. A lady doesn’t like to brag, so please excuse us as we do. Given our relatively new presence in this social space, we see it as a huge accomplishment that the Skinnygirl® Cocktails Pinterest page has a significantly higher following than most other liquor brands on this platform. Moreover, Pinterest quickly jumped to the third most influential driver to the website/product pages. This happened fast – we obtained 72.5% of our total Pinterest followers within the first month of our launch with only 11 boards and 155 total pins. Clearly, the Skinnygirl® Cocktails fans were ready and waiting for us to engage with them on this platform and, judging by our continued success on the page, we’re delivering exactly what they want.
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