How one brand used cause marketing to stand out on Pinterest
Written by: Guest Contributor
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.
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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