The goals of campaign were to drive awareness to the newly created Honda Pinterest account, while encouraging followers to "get out and live life to the fullest." The brand also sought to deliver personalized messages in order to build relationships with followers. Here's how the campaign was implemented on Pinterest:
Honda offered $500 each to the most active pinners (as identified by Mashable) to take a 24-hour break from Pinterest (a "Pintermission," if you will) to go out and do what they've been pinning about doing. Each pinner also received a personalized invitation and, if they accepted, they had to set up a personal #Pintermission board where they shared photos of their 24-hour Pinterest break (not during the break, of course).
Why this is one of the best social media campaigns of 2012:Honda's use of Pinterest was very creative and innovative. The message of the contest corresponded with Honda's messaging (particularly around its new CR-V) to get out and live life. It's also fascinating to build a campaign on a platform that encourages users to take a break from that platform. And then, of course, encourage those who took the break to share what they did on their day off.
Source: Simply Zesty
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All interesting creative ideas and executions for the most part. But what I'd like to know is did these efforts increase their brand awareness? or the number of loyalists/followers/pinterest members or facebook group members? Or affect sales in any way? I had never actually heard of any of these with the exception of Nike's and I am a member of all of the social networks and platforms on which these ran.It'd be great to have some actual statistics.
Love these, especially Honda, which leveraged a great tactical insight, and also Grey Poupon with a creative one. Sephora on the other hand must have generated tons of fake fans by giving away prizes with such mass appeal - I would have advised something more relevant to its customers.
I like Dollar Shave Club's video and America's Got Talent YouTube submissions. Both campaigns are viral.
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