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How one brand used cause marketing to stand out on Pinterest

Dallas content marketing agency D Custom talks about how using Pinterest can help boost brand awareness, especially when it ties in with the greater good.

Written by:

By Marion McHenry

In today’s digital era, more and more consumers prefer to see content than read it. This preference has led to the massive growth of visual social media platforms, like one of our favorites, Pinterest. But the highly popular photo-based bookmarking site can be more for your brand than just another social media platform. Pinterest can also be a valuable tool for enhancing your content and providing direction to your brand’s overall content marketing strategy. With over 220 million page views a day, brands are increasingly trying their hand at Pinterest marketing to create brand awareness and build their target audiences.

Though any Pinterest devotee will tell you just how easy it is to roll out a re-pin, the tricky part is delivering content that will stand out in a sea of pins and inspire your users to actually engage with it. To overcome this challenge, one innovative brand is using cause marketing to tie their content to something bigger than just another product.

Elizabeth Arden gives back

Beauty brand Elizabeth Arden has taken a creative approach to its marketing campaign by creating a “Pin It To Give It” contest on Pinterest. To break through the Pinterest clutter, the brand is inspiring users to support a meaningful cause by encouraging Pinterest enthusiasts to repin content from its #PinItToGiveIt board. For every repin using the dedicated hashtag, Elizabeth Arden has vouched to donate one lipstick to Look Good Feel Better, a nonprofit organization devoted to improving the self-esteem and quality of life of women undergoing cancer treatment.

Dallas content marketing agency D Custom shares the latest news on Elizabeth Arden’s innovative Pinterest cause marketing campaign.  

Elizabeth Arden’s campaign does two things. First, it’s a new and innovative way to motivate and inspire women to make a difference in the lives of those battling cancer. Second, by creatively tying their brand to a greater cause, the beauty brand has found a way to reach and actually engage with Pinterest users.

Get visibility by promoting the greater good

Cause marketing is a great way to enhance your Pinterest content strategy. It gives your audience a reason to repin your content by tying your brand to something larger than say, a new line of lipstick.  More than that, it’s an easy yet effective way to enhance your brand’s likeability.  Your users want to know that repinning your content, or simply investing in it at all, will be worth something in the end. What’s more worthwhile than a great cause? In the end, this will create a mutually beneficial relationship for both you and your newly loyal Pinterest followers.


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  • D Custom is the perfect combination of creative energy and strategic ability that it takes to turn complex content into engaging stories our clients can relate to. They’ve worked seamlessly as part of our extended marketing team for years.

    Lisa Turner,

    Global Marketing Leader
    Fortune 100 IT Company

  • The staff at D Custom are absolutely the best at what they do. We have collaborated on a number of projects, and they hit the ball out of the park every time. I will continue to call on them every time my clients need their expertise in video and design.

    Mark Neace,

    President
    Key Image Solutions

  • The team at D Custom always surprised me. The work was consistently fresh, inspired, and right on task. I never left a session without being inspired to ask more of whatever task it was we were pursuing; [they] always raised the bar.

    Tom Hanson,

    President
    Heelys, Inc.

  • Our relationship with the D Custom team has proven to be one of our most successful agency partnerships.  So often it’s easy to hire talent that executes on deliverables, but D Custom takes that to the next level. 

    Kristin Binford,

    Director of Marketing
    EDCO Group Inc.

  • Thank you for being so responsive and providing white-glove service throughout a major shift in our content strategy for web and social media. We could not have done it without the D Custom partnership–we have built a platform for a long-lasting relationship.

    Shideh Sedgh Bina,

    Founding Partner
    Insigniam

  • I have worked with D Custom on multiple projects and would be very confident in recommending them to develop, manage, and implement a digital strategy for companies of any size. I look forward to all of the projects that we work on together.

    Ryan Short,

    President
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  • We just finished up an intense project for an oil and gas filter company that required complicated animations for several products. [The team] made the working process pleasurable and more importantly, nailed the animations on time and in budget. I will not only use them again, I will recommend D Custom to others looking for a good animation house.

    Patty Harrison,

    Rev Advertising

  • [D Custom] brought so much excitement and sophistication to our brand and business.  It’s fantastic to see and experience–thank you!

    Kristen Fritschel,

    Business Consultant
    Insigniam

  • [D Custom] had a feel of exactly what we were looking for, and they delivered.

    Susan Walker,

    Vice President of Marketing
    Sally Beauty Company

  • I value our 6 years together. [D Custom] is very solution-oriented… You beat 5 larger/national agencies when we recently went to bid.

    Omni Hotels & Resorts,

    Marketing Team

  • You have an incredibly gifted team at D Custom. HealthWagers wanted to work with a creative firm that had the ability to meet our needs from brand conception to our beta launch. D Custom has the firepower we need.

    Steve Harris,

    President
    HealthWagers