Kotex Sparks Nearly 700,000 Impressions with Pinterest Campaign

Kotex Sparks Nearly 700,000 Impressions with Pinterest Campaign

By: Shelly Kramer
April 5, 2012

Kotex Pinterest campaignMore and more brands are turning to Pinterest as an additional component of their digital marketing strategies, but Kotex recently took their Pinterest presence to the next level by launching what it calls “the first Pinterest campaign in the world.” We’re not sure it’s quite that, but it’s an interesting move nonetheless.

During the campaign, which corresponds with the brand’s Women’s Inspiration Day initiative, Kotex tapped Israel-based creative boutique smoyz to scour Pinterest and find 50 inspiring women.

Once the women were selected, campaign creators studied the women’s Pinterest boards to find what inspires them. After that, the campaign team created care packages that served as real-life versions of the pinboards, filled with objects and décor that mimicked those that had been previously pinned.

In order to receive the care package, the participants simply had to re-pin Kotex’s invitation. After that, the care packages were delivered to each woman’s home. And that’s when the campaign did what the brand probably hoped it would do – it got some attention.

Not surprisingly, nearly all of the women who received care packages posted about them on a number of social networks, including Pinterest, Facebook, Twitter and Instagram.

The agency created a video as a case study on the campaign.

The sharing stats as outlined by smoyz were as follows:

  • 50 care packages sent
  • 2,284 interactions
  • 694,853 impressions

To our way of thinking, a consumer brand could potentially put up some pretty impressive numbers – far beyond what’s reported here – if you found the right folks from your Pinterest demographic and/or if there were more of them. After all, for a brand like Kotex, targeting 50 women isn’t all that many. Although, to give them credit, I’m sure personalizing 50 experiences was no small task. The impressions measured don’t seem all that impressive – after all – that’s just eyeballs. And 2,300 interactions seem small, too.

Call me crazy, but it would have been better if there were some kind of call to action in this campaign – something beyond just making a claim to fame about launching a campaign on Pinterest.

What about each blogger being assigned PURL that could be shared on social networks with downloadable coupons for Kotex products that were tied to this campaign and you could actually track sales back to the initiative? Or any number of other creative things that would do more than drive impressions – but would actually drive sales. That would get my attention!

Oh, I know, traditional media like TV and radio have been looking at impressions and reach for a very long time – and brands and their agencies have been very happy with that. With the technology that’s available to marketers now, and the ability to track data so much more effectively than ever before, it just seems to me like we can – and should – be doing more.

All in all, I think the campaign is interesting – and I love the video they produced. Launching the campaign on Pinterest, then watching it grow organically and spread to other social networks is a marketer’s crack cocaine. And this serves to demonstrate, in real time, how the rookie social network Pinterest—when used correctly, it can be a powerful referral tool to help drive people to your other social profiles and your website, as well as spark conversation that also transcends platforms. No one in their right mind would dream of making Pinterest the one and only hub of their company’s digital operations, but when used as part of a larger digital strategy, Pinterest continues to emerge as a platform that demands consideration, regardless of your business or industry.

It will be interesting to see how other brands use the platform—and I’m sure we won’t have to wait long to find out.

What are your thoughts on the Kotex campaign? Is it a brilliant marketing move? Or, in the words of Fast Company Co.Create’s Joe Berkowitz, “mildly creepy yet fun?” Are you like me, and underwhelmed by the results, or do you think they’re as good as the folks at Kotex and smoyz think they are? I’d love to know your thoughts.

  • Rosemary

    So many people have boards called “products I want” that I would think brands could have a field day by surprising people with gifts.  I’m just surprised Kotex was the first brand to think of it.  This is only the beginning…

  • I’m intrigued by their approach and give them credit for thinking creatively about how to approach this new community – though claiming “The First Pinterest Campaign” sounds more like internal bragging / agencyspeak (the members of the Pinterest community DON’T CARE). They did get some measurable interaction, though I agree with you that the numbers seem smaller than I might have thought. In general, I think the jury is still out (way out) on whether or not people really want to interact with ‘brands’ in these environments. It can’t just be a more efficient way to give away or discount product.    

  • I am sure I am not in their key demographic but I find it creepy. Kinda like stalking then using the data gathered whether the recipient likes it or not. I know if  we put it on Pinterest it’s not ‘private’ anymore but it does still feel like an invasion of their private thoughts for a commercial purpose. Like snatching pictures of children at play then selling them.

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  • Anonymous

    Sophie, I think that people who use Pinterest are knowingly and willingly pinning their data in the social media space. And I don’t think they had to say yes when approached by the brand – I think they were mostly happy to have been approached. I’m a skeptic, sometimes, but not in this case. I think it was pretty cool. And a smart marketing tactic on the part of Kotex. When you’re a brand like they are, I think it’s hard to get people to want to talk about you … this makes it easier.

  • Anonymous

    I agree, Rosemary. And I think this is pretty cool.

  • Anonymous

    You’re right, Kellee, only marketers care about that “the first” business. And yes, the jury is still out – but I do think this was pretty creative. Thanks for coming by. Always :))

  • Amy

    Yes, it’s cool, but…what’s the ROI? That’s a lot of impressions, but how many of those turned into customers. If Kotex had included a coupon code like you suggested, Shelly, it would be much easier for them to see if their effort had any impact on their sales.

    This is a problem I’ve noticed with several companies who are “doing social media” (including KLM Airlines): they have a great social component, but they don’t appear to have much follow-through or tracking. How do they know if what they’re doing is worth the effort?

    Maybe Kotex and KLM’s purpose with all this is branding; or they’re trying something small to see if they have the reach they need to do something bigger. Like you, I’m interested in seeing where this goes.

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