KOTEX PINTEREST CASE STUDY

Giving these women the freedom to do what they wished with regards to sharing the gifts and experience with their communities led to them immediately taking the opportunity to boast about how special they felt thanks to Kotex. Kotex was lucky that the campaign was as innovative and original as it was. The gifts were not a bribe, they were simply gifts with one small request. Furthermore, Kotex did not give these women an ultimatum. At the time, Pinterest was the newest, hottest social network and Kotex was the first brand to take advantage of it in the way that they did. So remember, a little thought can get you a lot further than the easiest option.

As marketing on social media continues to evolve, it is certain that we can expect other campaigns to catch on as virally as this one did, but with regards to the use of influencers, it is hard to think of another example as perfect a Case Studies as this one. But in order to find these influencers, you need to keep this next lesson very much in the forefront of your thinking. Kotex knew their demographic and the audience they could reach, but they knew that referrals are so much more powerful than direct marketing. Giving these women the freedom to do what they wished with regards to sharing the gifts and experience with their communities led to them immediately taking the opportunity to boast about how special they felt thanks to Kotex. First-mover advantage worked wonders for the Kotex brand, but we cannot all hope that our social media campaigns will go viral the way the Kotex campaign did. It took a lot of insight for the marketing executives at Kotex to understand this. Order the book today.

kotex pinterest case study

They asked pinetrest only one thing in return: There is a lot we can learn as marketers from this campaign. These were every day women who happened to build a large and highly engaged following on Pinterest by simply being active and posting content their followers loved to share.

Furthermore, Kotex did not give these women an ultimatum. So remember, a little thought can get you a lot further than the easiest option. These were women who had a reach far beyond that of Kotex alone. When it comes to social media, industry influencers are no longer part of a closed off group comprised of the economic and social elite — anyone and everyone has the ability to be an influencer.

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Download our eBook today Learn pinterst to take control of your social data in order to build your business! As the world of social media exploded with the introduction of Pinterest last year, the first network of its kind, dominated almost entirely by women, Kotex and their social media marketing team had the brilliant idea to run a social media campaign centered on the women of Pinterest.

Case Study: Kotex’s Unique Way in Approaching Pinterest | Pinnable Business

The brilliance lay pinterestt how they decided to design the program. It took a lot of insight for the marketing executives at Kotex to understand this. Kotex was lucky that the campaign was as innovative and original as it was.

They did not need to include lavish, overpriced items because they knew that what they had included was worth much more. What methods do you use to determine who your industry influencers are? The Kotex example is one of the finest uses of Pinterest and social media to date.

Giving these women the sgudy to do what they wished with regards to sharing the gifts and experience with their communities led to them immediately taking the opportunity to boast about how special they felt thanks to Kotex. Kotex could easily have sent them gift certificates for a lifetime supply of Kotex products, but rest assured, the returns would have been far fewer.

Case Studies: Kotex and Pinterest

The gifts were not a bribe, they were simply gifts with one small request. It was for that reason that the marketing executives at Kotex went looking for their social media influencers on Pinterest.

The reason why there was such a high response rate and such a viral effect was because Kotex customized these gifts to the tastes of the recipients.

kotex pinterest case study

But in order to find these influencers, you need to keep this next lesson very much in the forefront of your thinking. How are you reaching out to your influencers? But the beauty of social media is that these women decided, on their own accord, to take the Kotex campaign to the next level, and involve virtually every avenue of social media they had access to. caae

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Kotex – Womens Inspiration Day

When you can turn influential people into brand advocates, you can rest assured that you are going to generate quite a bit of new business. Order the book today. These women posted pictures of each component of the gift on both Pinterest and Instagram, made comments on Twitter, Facebook and reached out to their extended networks to tell them all about this wonderful gesture by Kotex.

At the time, Pinterest was the newest, hottest social network and Kotex was the first brand to take advantage of it in the way that they did. A little research into their industry influencers resulted in the numbers you see above. After all, by targeting influencers, the ultimate audience whom you hope to reach is the average user, so make an effort to reach out to every person you can.

Kotex knew their demographic and the audience they could reach, but they knew that referrals are so much more powerful than direct marketing.

Case Study: Kotex’s Unique Way in Approaching Pinterest

Tell us in the comments below or on Twitter! The gift baskets sent by Kotex did not include fancy electronics, or high-priced jewelry. And they were women with an audience that filled two vital criteria: As marketing on social media continues to evolve, it is certain that we can expect other campaigns to catch on as virally as this one did, but with regards to the use of influencers, it is hard to think of another example as perfect a Case Studies as this one.