Tablespoon is all about sharing joyful noms, which its approach to Pinterest makes abundantly clear. Fun, colorful and forward-thinking, Tablespoon has grown to be one of the top 50 brands on Pinterest, in terms of followers. The focus is on posting quality content that engages the community—which in turn helps the brand grow its engagement on other social sites. On Pinterest, Tablespoon is all about identifying trends and quickly responding with visuals. From hosting a highly effective sweepstakes that acknowledges user experience, to developing an innovative board and content strategy, Tablespoon builds a strong connection between users and the brand.As one of the first brands using Pinterest, Tablespoon aims to be at the forefront of user experience by evolving with the site’s users. Beyond publishing its own pins, the brand interacts by commenting, liking and repinning content; utilizing hashtags; fun, detailed board descriptions; and @-mentioning users. Tablespoon views challenges as opportunities to grow and advise future campaigns. Below are some of Tablespoon’s accomplishments: Challenge: Tablespoon recipes often have a secret reveal or look impressive when simply made. The team wanted to discover a way to tell this story in a quick Pinterest snapshot. Solution: Easy step shots on difficult-looking recipes give an instant insight into the “why" of a recipe and introduce a greater narrative depth to a single image. Challenge: Tablespoon was one of the first to host a Pinterest sweepstakes, following its desire to be experimental trailblazers. Solution: Virality: Created a colorful, branded, informative and, most importantly, share worthy image. Encourage Participation: Easily digestible sweepstakes information and a “Pin it" button included on the entry page make it simple for entrants to begin the process without leaving the page. Foster Relationships: The team chose a sweepstakes theme that inspired users to curate content they would keep and fell within their current use of Pinterest. Cross-Promotion: Involving Pinterest language and images on other channels, a blog post kept the campaign fresh and gave vibrant details; Facebook’s “pin" option helped to avoid oversaturation and keep message visible; and regular tweeting kept fans interested. Challenge: Tablespoon aims to approach Pinterest with a focus on quality content—not quantity. Solution: This means understanding how the brand’s purpose and its users’ interests collide. Tablespoon boards inspire a “Tablespoon" lifestyle and follow a strategic editorial plan. During a recent board refresh, the team created eye-catching, informative images to pin to boards scheduled for deletion. This simple step enhanced Tablespoon’s reputation within the space and created brand equity. Challenge: Tablespoon wanted to provide users with real-time pins that would relate to in-the-moment events. Solution: The All Fantasy, No Football blog feature was created specifically with a Pinterest execution in mind. Each week, a blog post lists four football-related content pieces that are pinned during prime football times to give football “un-fans" solutions.
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