For brands trying to get their heads around Pinterest, here’s a clever engagement of the site’s users by Kotex. For a Kotex campaign called “Woman’s Inspiration Day,” Israeli agency Smoyz targeted 50 “influential” Pinterest users, studied their Pinterest boards, and then made handcrafted gifts for those users based on the items they liked most. The results: 50 gift boxes, 694,853 total impressions—thanks to the users pinning images of the gifts themselves on the site. Pretty labor intensive, but smart. Any brand message centered around female self-expression could do well on Pinterest, if the tactics don’t overwhelm the target.
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