Video viral of the week: Kotex Pinterest campaign

04/04/2012

Social media ‘pinboard’ Pinterest is on the rise, and this campaign from Kotex is a fine example of how brands can use the popular social media Pinboard to boost their followers and create a lasting brand impact. Find out why it’s our viral of the week below….

The campaign was called “Women’s Inspiration Day by KOTEX” an outreach campaign using Pinterest to find 50 women in Israel and what inspires them.

From there, KOTEX created individual inspiration packages using what each woman had on her Pinterest Boards, turning them into gift boxes which were ultimately pinned and blogged about.
Israeli advertising agency, Smoyz, was behind the clever and creative campaign. According to the campaign video Smoyz produced, the campaign was a tremendous success as the women shared details of their gifts to their Pinterest followers, resulting in almost 700,000 total impressions.

Smoyz’s CEO, Yael Linen-Zuchman, said of the campaign: “We had a ripple effect and women who were not involved in the campaign posted statuses like ‘What is this deal with all the Kotex gifts, can I have one too?!’The main purpose was to have woman talk about the brand and the experience and it worked.”

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