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 23.7 million 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 unique 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's 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.