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9 brands taking Pinterest by storm

Unless
you live under a rock, you’ve already heard something about Pinterest, the
remarkable social community built around virtual bulletin boards of photos,
videos, and content that members find online. Perhaps the most fascinating
thing about Pinterest is that its growth hasn’t been driven by Millennials or
Techies or any of the usual suspects. Nielsen reports that 23.7M U.S. uniques
visited Pinterest in February, more than double the traffic
from just two months earlier. Further, Nielsen reports that more than 70
percent of the uniques are women, and that the highest penetration is among women
age 25 to 34.
With
all that traffic and passion, it’s natural that brands are jumping on the
bandwagon in some interesting ways. The key to Pinterest is to communicate the brand’s
broadest essence and mission. It is about a lifestyle and a universal promise.
It’s not a place to shill but rather to celebrate, share, and educate with
people on both an emotional and rational level.
Here
are nine examples of brands pinning their way to success.
1.              
Nordstrom

For a retailer like Nordstrom , where the brand is about more than the sum of its racks, Pinterest offers a
tableau to mix signature goods with occasions, lifestyle topics, and style
lessons that are both entertaining and gorgeous. This is a fairly selly
Pinterest experience, but it “works” in that it feels more “experiential”
than “online store.”
2.              
Michael’s Craft Stores

I learned about  the Michael’s page from a crafty friend who positively oozed appreciation for the brand’s
presence. Crafters love new ideas, and they like showing off the beautiful
things they make. Michael’s has created a brand experience that leverages that
combination of voyeur and exhibitionist in every crafter, showcasing amazing
creations from across the web organized by season, craft, color, occasion, and
more. And what do you know, you can recreate most of the examples with stuff
from…Michael’s!
3.              
Middle Sister Wines



It’s anything but always “Marsha Marsha Marsha”
with the Pinterest presence from this enchanting emergent 

brand. No Jan Brady
defeatism here. Rather,
Middle Sister Wines gives us an incredible exploration of the “sisters” themselves, their
lives, their loves, and their distinct flavors of philosophy light.
 It’s an enchanting
branding concept, and Pinterest expression.

4.              
The Today Show


Pinterest feels almost tailor made for a media brand with an
incredibly broad and eclectic range of topics. Today’s presence features like “Anchor Antics” are juxtaposed with style,
health, and food in a strong visual expression of the program. And it’s
defintiely not all straight up show content, as features like Hoda’s “Favorite
Things” broaden the essence of this quintessential lifestyle brand. Strong
followings for many of the content types attest to broad appeal and careful curation.
Good art direction too!
5.              
AMD


All
things geek is the Pinterest theme for the world’s other processor
maker. From product information to geekchic fashion and an homage to the mouse, AMD  sets the standard for informing and entertaining techies “in the know.”
This is probably a great way of connecting with the sort of people who can see
beyond the Intel Inside marketing juggernaut and recognize the excellence of its
products.
6.              
Kodak


It’s
a bit of a no-brainer for a photography company to be on Pinterest, right? But
I really like what they have done. First, the page is tied to a person, Kodak’s  chief
blogger. Second, this incredible collection of photos old and new connects the
viewer to the heritage of the brand as well as its new products. It’s more about
the result than the means, which is quintessential Kodak brand.
7.              
Lilly
Pulitzer


I
can’t quite put my finger on why I like Lilly‘s presence so much. Perhaps it’s because it seems to
capture the essence of carefree leisure, which is the root of the mark. I also
like the feature “Lilly makes me feel…” — a UGC effort in which
customers describe their feelings for the brand and what it brings out in them.
They also have a nice set of historical photos of Lily through the years. From
Jackie O. to Lilly herself — it is prep heaven. Stay on this page too long and
you’ll catch “locust valley lockjaw” — although you will enjoy the
affliction big-time.
8.              
Savannah
College of Art and Design


You
might not find this one on your own, so I included “SCAD‘s” to
provide a great example of how a brand can create a rich expression by
showcasing its people. No surprise, it has a ton of style. The college also has
a novel way of showcasing alumni achievements through photography. That
particular set of pictures did a nice job of creating community, pride, and
recruiting appeal.
9.              
Chronicle
Books
Chronicle Books occupies a bold and bright niche in the world of book publishing, and that
character comes through in a big way on its Pinterest presence. With a very
light touch on the product shilling, this presence captures the topics,
targets, and themes of its titles. And it defines a sense of “fraternity
of readers” that as a reader I found inviting and inclusive. Oh yeah, and
it’s all tied to the products in imaginative ways!
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