With 914.8k Pinterest followers at the time of entry, Birchbox has used the channel to drive community engagement, e-commerce conversion, and customer acquisition. In the channel's early days, before custom analytics platforms and apps, we ran giveaways and hidden pin promos directly from the channel which helped us build our following and reward our followers for engaging with us. Today with the help of tools like Curalate, we're running sophisticated multi-pin sweepstakes helping our brand partners gain new Pinterest followers and impressions with co-branded contest pins. From creating a dedicated board to support each month's Birchbox, to creating custom boards with brand partners like Elizabeth Arden for International Women's Day, we use the channel to both support our e-commerce shop and reinforce our brand messaging.While many brands are active on Pinterest, we use Pinterest in a strategic and innovative way. We were one of the first accounts, for example, to 'Live Pin' an event. In 2012 and 2013 we live pinned the Oscars: When celebrities showed up on the red carpet we pinned their photos to our 'On The Red Carpet' board in real time. We used the pin-in button to pin images from sites like People.com or, when necessary, used screen shots of the internet live stream. In addition to being a resource for fashion and beauty lovers we also use the channel to support our shop with programs like hidden pins and promo codes. We run ‘Hide and Seek’ programs where we post one half of an image to Facebook and encouraged our Facebook fans to go to Pinterest and find the other half of the image on one of our boards. They then need to re-pin it a certain number of times in order to unlock the promo. This initiative encouraged followers to engaging with our content. We've also announced hidden promo codes via facebook, encouraging followers to browse our boards to find the codes. Each month we create a new dedicated board to support that month’s Birchbox and corresponding content. In doing this, we are able to connect with current and new customers on Pinterest who then give us feedback on the box pins about products they tried or would like to try. Additionally, we pin every single piece of corresponding content that we create, from articles and videos to blog posts, so that we can continue to provide beautiful engaging images to our Pinterest followers and drive them back to our website. From multi-channel contests to e-commerce promotions to content sharing, Pinterest is a core part of our strategy.
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