Honda’s Pinterest Campaign Encourages Pinners to “Take a Break”

04.30.2012 | Molly McWhinnie

In just a matter of two years since its beta launch in March 2010, Pinterest has become one of the top ranking social networking sites today. Just last month, Experian Hitwise reported Pinterest is the third largest social network in the U.S., surpassing LinkedIn.

As consumers continue to flock to the site in droves, so are businesses and brands as it’s been proven to drive traffic back to their websites. According to an article in Ad Age, Real Simple magazine’s GM of digital Shannon King shared that, “Pinterest is a huge source from a referral standpoint, even beating out referrals from Facebook in the month of October. It speaks to the power of engaged audience members. We view it as an important part of our social media strategy.” And both small and big businesses alike are following Real Simple’s footsteps, exploring ways to use the site to connect with consumers.

While most content on Pinterest centers around art, fashion, décor, beauty, food and other lifestyle categories, automakers (yes, you read that right) are exploring the platform as a way to engage with their female demographic.

One creative campaign that is garnering a lot of media attention is Honda’s “The Pintermission,” which is part of its larger “Leap List” campaign for the CR-V, a small SUV that is targeted toward females. Given their target demographic, they have come to the right platform since women generate nearly 85 percent of activity on the site according to comScore.

For the campaign, Honda targeted five of the site’s top pinners and offered them $500 each to stop pinning for 24 hours. During their time off from “pinning,” they were to get out and do some of the things they have been pinning about, then return to the site and pin about what they did. Check out what each of these five pinners did on Honda’s board.

While Honda admits they didn’t set metric goals for this campaign, they are viewing it as an opportunity to begin engagement on this new social networking site in a creative way, and integrate Pinterest into the brand’s larger social media strategy to drive traffic to its website. Lauren Ebner, assistant manager of social media at American Honda Motor Co. notes in a separate Ad Age article, “It’s such a fast-growing social-media network and seemed like a really good, different, creative outlet for us and a chance to use a visual medium to promote our cars.” Honda hopes the campaign will inspire others to take a Pintermission (without the $500 incentive) and get out to enjoy life. After all, we do deserve a break from the 24/7 connected world we currently live in every now and again.

Have you come across other creative campaigns on Pinterest? Which ones caught your attention? Let us know.

And if you’re thinking of building a presence on Pinterest, be sure to check out another one of our blog posts, “Ground Rules for Harnessing the Power of Pinterest.”



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Filed under: Consumer, Media, News, PR trends, Social media

One Comment

  1. William says:

    Nice piece.

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