Marketing Strategy: Tell a Story Pinterest Style

Pinterest Marketing Strategy

Hi. I’m Ronii. And I have a Pinterest obsession.

also have an elephant obsession, flamingo obsession and everyone knows about my crazy cat lady obsession, which you can find on my, you guessed it… Pinterest boards  There is no 12 step program for these addictions and I’m super excited about that. But I digress.

Recently I won this amazing Alesya Bag. How did I do that? My Pinterest obsession of course.

So Alesya Bags ran a contest on social media to tell them in 140 characters where you are going on your summer vacation and why you need an Alesya Bag for your trip. The top 5 most creative entries would win a bag and you can enter everyday until the finish of the contest. I’m sure that you are painfully aware as much as I am that 140 characters is short. Like Daisy Dukes kinda short. How am I going to tell my summer adventure in this short format and get the emotion I want across? Oh, and did I mention that you had a hashtag to use as well taking up even more precious characters? Yeah, that too. But...

Challenge Accepted.

Pinterest obsession rears its beautiful winning head with storytelling.

At B&A we have been using Pinterest for a variety of initiatives over the years. We use it as a collaboration and content distribution tool. Branding and vision boards are big for us and our clients and it’s an amazing collaboration tool for us to gather visuals that drive art direction. And like everyone else we use it to distribute our content like blog posts, products and ideas.

Since on Pinterest you can tweet your pins (or post to Facebook), I decided I wanted to use it. One because I wanted to tell a story and not just a tweet and two because I freakin’ love me some Pinterest. I figured why can’t I use Pinterest more like a storyboard rather than as a vision board and then tweet out each pin with a teaser to read that piece of the story?

I will admit this storyboard idea took some planning and definitely time, but I WON! And if I can utilize this strategy to win an amazing bag (which by the way I’ve been carrying for a couple of months now and want to marry it) then I’m sure I can use the same strategy to win audience engagement and hopefully customers. 

Tweetable: Utilizing Pinterest in multiple ways for business is a good strategy for winning audience engagement and potential customers

Tell a story with a Pinterest Storyboard  

Here’s how I did it:

  1. I planned out the days of the contest and knew that I needed about a post a day because I got an entry per day.
  2. I created a separate board that was named the hashtag and wrote a short description about what my story was about.
  3. I outlined the story by day so each piece of the story had one post. I started my story with an overview of everyone needs an adventure and why I needed an Alesya Bag for that adventure. Then everyday you got a little piece of the adventure until we got to the final days and I revealed where I was going on my summer vacation. I put these all in a doc so that it could make the daily task of posting a bit quicker.
  4. Everyday I pinned an image that correlated with that day’s piece of the story and used the pin description to write that day’s adventure. It was longer than 140 characters but it gave an expanded detail of the adventure and then I used the tweet this pin on my Pinterest app to submit via Twitter with a shortened version or teaser of that day’s adventure.
  5. The last day I gave the big reveal. But then after I found out I won. I did do a final post to conclude my story that I did actually win the bag because that was the goal of that board.

This strategy was so much fun to plan and do and it worked. We can translate this same strategy into a marketing campaign that tells a story rather than just pretty pictures and distributing content. It's a great way to engage your audience and then get them hooked on following the story and engaging with your brand. It could work for as a story countdown on a product launch (watch for this from us in the fall) or leading into a big announcement or sale. The one thing that I found to be a disadvantage is that if you go to the board because pins post by day the story on the board is backwards and you have to read the whole story from the bottom up. But the point is to get people to follow daily so that shouldn't have a huge impact. 

What do you think about this strategy? How will you use it? Do you have any other cool tips for using Pinterest as a business or marketing tool? Let us know in the comments and if you decide to run a story, post it here so we can follow it. I’d love to know your results.