You must have heard the rumblings about Pinterest. It seems like every marketing blog in the land has begun to produce articles on why this site is the next big thing in online marketing. Certainly the statistics seem to bear this out: according to independent social media agency Shareaholic, in February 2012, Pinterest generated more referral traffic than Twitter.

Certainly the site is one of the fastest-growing on the web, with over 4 million registered users with the majority with a household income of $25-75K (source: Ignite Social Media) – that’s a lot of revenue waiting to be tapped.

However, there is a problem – or rather a perception of a problem – with Pinterest in that, in the words of Matt Buchanan of Gizmodo, it’s regarded as a “tumblr for ladiez.”

marketing on Pinterest

And, what’s more, the perception of Pinterest as a heteronormative place where young women go to plan their weddings in great, graphic detail is fairly well established and backed by the market research: 60% of Pinterest’s users are women and although it would be a gross and sexist generalisation to suggest that this broad user base is only interested in upcoming or idealised nuptial planning, but this is one of the chief ways the site is used – it is, after all, the perfect shareable mood board.

This isn’t a problem if your product pertains directly to this kind of market, but what if you want to appeal to all genders and sexualities? There are plenty of examples of companies using the platform in an innovative manner. Here are some inspirational examples:

Peugeot’s Panama Campaign

The Lesson: Offer a mystery, offer a task

Peugeot were canny enough to make their Pinterest campaign into an interactive puzzle which rewarded users for moving away from the site and directly to the Panama’s web and/or Facebook page. In a beautifully designed piece of marketing, Peugeot made several boards, named after a fragment of their advertising copy, and letting the images spill over from one board into another. Then, one board was mysteriously left omitted and it was users’ job to track down and pin the missing images. By invoking a compelling visual narrative, Peugeot was able to engage with user across the gender divide in a witty and unusual use of the pinboard format.

The Boston Celtics & Friends

The Lesson: Allowing esoteric fan-based curation

A number of sporting teams including the New York Giants and Pittsburgh Penguins have recognised the potential of Pinterest. Instead of using the site as a self-promoting image factory, the social media professionals behind the teams have allowed fans to curate their own personal tributes to their sporting heroes, utilising images that feature fan-made jewellery, birthday cakes, artworks and photography. Crucially, the clubs don’t restrict use of material that acts as a ‘blast from the past’ like an image of the Bulls Vs Blazer SNES game from the 1990s. These very specific and niche images give an ever-expanding sense of how the teams value fan loyalty and commitment, whilst also providing direct links to the all-important merchandise.

Mashable

The Lesson: Eclecticism, Engagement & Obsession

The classic geek-interest site wouldn’t ignore such a prime spot for social media integration and indeed, its Pinterest account houses over 40 boards hosting a cornucopia of infographics mixed up with geeky lifestyle items, memes, maps and design. It’s a beautiful piece of marketing recruitment for the brand.

Like all effective Pinterest sites, Mashable doesn’t constantly link back to its own products and site (although rest assured there are plenty of return links) but houses them in an eclectic mix of images designed to broaden and inspire its readership – over 40,000 users already follow its boards. There’s even room for a Minecraft wedding cake, an important and witty moment of crossover. In the manner of all good online social engagement, there are also boards dedicated to user competitions where Pinterest followers can pin photos that respond to a weekly key phrase.

It’s clear that Pinterest has a lot to offer the ambitious marketing team, especially if they can look beyond the way the site has been framed in online coverage. Pinterest houses a broad and diverse selection of users and the thing about innovation? It speaks to everyone.

Guest post by Rebecca Taylor, freelance blogger, marketing whizz and writer for Brand Republic.

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