The picture-board social media site Pinterest is to be used as a marketing tool in an industry first for Australasia.
Toilet roll producer Kimberley-Clark is inviting 50 of Australia’s top "Mum" bloggers to an event in Sydney on May 2 and will ask them to pin pictures on the content sharing device to promote "sustainability".
Brian Giesen, the Australasian head of Social@Ogilvy, says if successful, Pinterest could well be used in New Zealand campaigns.
“We are watching it very carefully. It [Pinterest] rates very highly with affluent women.”
Pinterest is a pinboard-style social photo-sharing website that lets users create and manage theme-based image collections such as events, interests and hobbies.
Users can browse other pinboards for inspiration, "re-pin" their images to their collections and/or "like" photos.
Mr Giesen says the theme of the campaign will be to encourage households to be more "green" by getting the mums to compete by pinning the “coolest photos on Pinterest”.
Those who pin the most pictures will win a prize.
Mr Giesen believes the use of pictures will be more effective than just using words in other formats.
However, Social@Ogilvy will also use traditional public relations, as well as twitter, facebook and discussion forums in the Kimberley-Clark campaign.
“This is a test case to bring to other markets. It’s the first brand in Australia to use Pinterest,” Mr Giesen told NBR online.
Darren Greenwood
Fri, 13 Apr 2012
Fri, 13 Apr 2012
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Kimberley-Clark pins hopes on social media
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