Penned by Janet Thaeler
For those with cash to spend and a product line that fits with Pinterest, reaching influencers can pay off. This Pinterest marketing example from Internet Retailer is a case study in how it can be done.
Online store Bourbon & Boots worked with Pinterest marketing firm HelloSociety who paid tastemakers in their network to pin from the retailers site. The campaign cost around $95,000 for 2 campaigns. Tastemakers are pinners with 200,000 to 10 million followers. They selected those who fit the merchant’s profile and sent them to the site to pin products they liked.
Bourbon & Boots had a goal to increase their email list. Pins drove people to a page with an invitation to sign up for their email list. In what we find most interesting, they rewarded pinners for results, not just to pin. Tastemakers got paid a certain dollar amount per e-mail address they get for the retailer. The campaign generated positive ROI for the retailer.
[tbpquotable]Why online retailer Bourbon & Boots moved 75% of their Facebook ad spend to #Pinterest. http://buff.ly/10jbxqM[/tbpquotable]
Note how the site itself is very visual and each product has buttons to pin. One of the more popular necklaces on the site got over 149k pins!
“Bourbon & Boots launched in Feb. 2012 and brought in around $500,000 in total sales last year.” In 2013 it has already hit $900,000. They have over 8,200 followers on Pinterest.
Had success with positive ROI on your Pinterest marketing campaign? We’d love to hear your story – please contact us or comment below.