International Delight has a somewhat unique approach to our Pinterest presence. The strategy: Delight our consumers with relevant, highly engaging, beautiful content. The method: Create and share diverse boards, in partnership with bloggers, showcasing and or/inspired by our products.
Despite little support and absolutely no custom content created by the brand itself, the International Delight Pinterest community thrives thanks to strategic partnerships with influencers. Our bloggers develop recipes, inspirational quotes, DIY solutions, hacks, videos, crafty suggestions and more for our Pinterest boards. They shoot their own beautiful photography and pin to any of our boards. This collaboration allows International Delight's presence to be authentic and relevant to our community. Everything is sponsored by the brand, and that is identified, but most pins are put there by the bloggers who originated the content.
In 2014, the International Delight Pinterest page saw over 11 Million impressions and reached over 3 Million consumers. This huge success can be attributed to our platform strategy overall as well as our integration with Pinterest's ads platform. This year, we partnered with Pinterest to execute 2 paid campaigns. Combined, these campaigns achieved a total of 7.9 Million impressions and 25.7K repins. The return on our modest investment of $15K was astronomical. Because of the nature of the content created and the audience engaged, Pinterest praised International Delight, and WhiteWave Foods as a whole, for placing in the top 3 of all brands they had participating in this beta test of their ads platform.
The International Delight Pinterest page has over 30 boards, each designed to provide inspiration to our consumers. Whether it is to encourage our fans to think about International Delight differently by using it in their recipes, providing an inspirational quote or message, or suggesting fun DIY solutions, ID is here to ignite delight in everything we do. Every friend of coffee is a friend of ours!
WhiteWave Foods, in conjunction with many of our agency partners, has created a metric called Earned Media Value (EMV) to help us track the effectiveness of many of our social media campaigns. EMV assigns a value to social impressions and engagements based on what we would have had to "pay" for them, had our campaigns been part of a traditional media plan. These values then role up into EMV and allow us to look at what we are gaining from the investments we are making in the social/digital space. We applied an EMV value to our 2 paid Pinterest campaigns. For an investment of $15K we received $136K in earned media.
To ensure both success for the brand, as well as the very best consumer experience, the International Delight Pinterest boards contain a mixture of rich pins and clickable pins. For our consumers who want to see a recipe ingredient list or the steps for a DIY project, International Delight bloggers provide rich pins with content that can be consumed without leaving Pinterest. To drive traffic back to our owned website, social spaces, as well as to our blogger sites, International Delight also featured clickable pins that link out to the blog post for further instructions. Pinterest is also becoming it's own search engine, as consumers more often than not elect to search for ideas and inspiration (not to mention recipes!) within Pinterest's walls. As a result, International Delight has taken a very strategic approach to pin/board naming conventions, search keywords, and images to ensure our content encourages engagement and bubbles to the top for searchers.
International Delight also ran a Pin to Win sweepstakes back in May for a Mother's Day promotion. The promotion asked fans to come to International Delight's Facebook Page and pin something special to their personal boards to be entered for a chance to win a Mother's Day Delight Kit to share with the mom in their life. The promotion surpassed campaign KPIs and was successful in integrating Pinterest into International Delight's larger social strategy.
