By Hannah Ash, contributing writer
Retailers Continue To Innovate In Race To Convert Social Content To Sales
Omni-channel today means all channels, including social media; when it comes to social media and sales, Pinterest produces results. In 2012, data released by marketing performance company Convertro showed that Pinterest’s ROI per click is four times greater than Twitter’s and close to 30 percent greater than Facebook’s. The past few years have given way to a big Pinterest push in retail with big players such as Nordstrom and Target rolling out custom attack strategies uniquely created for the unique platform. The newest marketing strategy for Pinterest comes from CB2, Crate&Barrel’s less expensive and trendier concept. The retailer is renting a New York apartment for the month of May and is inviting Pinterest pinners to help design it.
The project is called APT CB2; the competition is set to launch May 7th. Five interior designers have been put to the task of designing one of the apartment’s five rooms using CB2 furniture and accessories (vintage pieces of the designers’ choosing can also be used as a way to further accentuate their designs). Each designer will be assigned one area in the apartment to decorate — and will need to come up with a choice of three different items per room. Pinterest pinners will then be able to vote on the item choices for each room by clicking the heart button on the corresponding image; one lucky pinner will receive $5,000 to help them decorate their own dream room. President of digital agency Situation Interactive Damian Bazadona observes, “they’re combining the physical and the digital world, they’re creating real-world examples of how their furniture looks and feels, and they’re doing it in a fun, interactive, contemporary way.”
In February, Target announced its collaboration with blogger and tastemaker Nantaka Joy to design a new pin-worthy product line featuring Joy’s design input. As Joy’s blog OhJoy boasts more than a million followers on Pinterest; all Target/Joy products will be promoted using Pinterest in addition to other avenues. Target’s collaboration with Nantaka Joy is just one of the retailer’s many Pinterest initiatives. The Target Awesome Shop is a Pinterest-inspired shopping platform featuring pinners’ personal favorites as well as suggested complementary items provided by the retailer. For CB2, Pinterest clearly has social clout. According to CB2 director of marketing Alicia Waters, APT CB2 is the first brand-focused campaign the retailer has launched in the 14 years since it first opened its doors, “this is our first advertising effort squarely focused on driving awareness of the overall CB2 brand and acquiring new customers.”
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