MAKING PINTEREST WORK FOR YOU
One of the most common mistakes that a brand can make on Pinterest — or any form of social media , for that matter — is viewing the medium as simply a way to talk at your consumer base . But simply posting a stream of content is not the same thing as engaging with fans , no matter how interesting your content is .
Pinterest Business lists Caribou Coffee as one of its biggest case study success stories , citing in particular the coffee chain ’ s # InspireCaribou campaign . The campaign took advantage of Pinterest ’ s collaborative nature , asking followers to engage in a conversation about the brand ’ s next coffee
blend by pinning and tagging images they found inspiring .
Pinners added inspiring images with the hashtag # InspireCaribou on Pinterest , and Caribou looked at the Pins to decipher what the new blend should be — notes of mango for an image of a tropical rainforest , a hint of smokiness and marshmallow for a picture of friends around a bonfire , silkiness for a picture of water running across pebbles .
By collecting user inspiration with the launch of a new product and a dedicated interactive Pinterest board of its own , Caribou was able to make its Pinterest fan base feel like a true and real part of the brand ’ s creative process , ultimately creating bonds and strengthening brand loyalty .
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