By Laura Pearce, MarCom Coordinator
SUMMARY
The Baby Safety Zone is an information hub and community for parents and caregivers powered by the Juvenile Products Manufacturers Association (JPMA), an AH client partner. Their overall mission is to help make safety fun and encourage mothers and fathers to become part of a circle of parents dedicated to making their child’s first years happy, safe and sound.
In April of 2015, The Baby Safety Zone launched a stroller safety infographic that highlighted informative stroller safety tips. To enhance the launch of the infographic and create engagement with consumers, JPMA implemented a “Pin It to Win It” Pinterest Giveaway. A “Pin It” button, a free Pinterest widget, was created on the infographic which gave followers the ability to re-pin and share the safety tips with their network and followers.
The infographic was launched on the Baby Safety Zone blog, with the title “Swing into Spring with Stroller Safety Tips.” Following the blog post, the company delivered a series of five Facebook statuses and one subscriber email.
The goal of the campaign was to educate consumers about stroller safety, increase brand awareness, drive traffic to the website, position the Baby Safety Zone as an industry resource and highlight the company’s commitment to child safety.
The results of the campaign showed how using Pinterest is an excellent strategy to maximize returns and create engagement with users. The contest served as a platform to amplify safety education and make consumers excited to share the infographic within their community.
GOALS
- Increase consumer and member engagement
- Increase brand awareness
- Educate consumers on stroller safety
- Drive traffic to the Baby Safety Zone website and community blog
- Reach a larger consumer audience
- Position Baby Safety Zone as an industry resource and influencer
- Highlight commitment to child safety
STRATEGY
- JPMA created a Stroller Safety infographic that highlighted informative stroller safety tips. A “Pin It” button, a free Pinterest widget, was then created on the infographic which gave followers the ability to re-pin and share the safety tips with their network and followers.
- The infographic was launched on the Baby Safety Zone blog, with the title “Swing into Spring with Stroller Safety Tips.” Following the blog post, the company delivered a series of five Facebook statuses and one subscriber e-mail.
- The Pin It to Win It contest lived on the Baby Safety Zone blog. It was also supported and promoted through social media channels such as Facebook and Pinterest.
- To participate in the contest, users had to:
1) Visit the Baby Safety Zone blog post – Swing into Spring with Stroller Safety
2) Pin the Stroller Safety infographic
3) Copy the Pin’s URL from the Board they Pinned it to
4) Comment on the blog post and paste the Pin’s URL
RESULTS
Blog
The blog post generated 120 Comments with 1,162 page views over the course of the contest (1 week). April 14, 2015 showed the highest page views for both the website (1,690) and the blog (766). This was a result of the subscriber e-mail that was sent out which promoted the blog and the Pinterest contest. Traffic on the site and blog increased by requiring the users to post their Pin’s URL on the comments section of the blog. This created buzz and engagement amongst the participants.
The five Facebook posts resulted in 1,083 reached people, 43 likes, 5 comments, and 33 new page likes. These numbers were amplified after promoting the manufacturer stroller products in the Facebook posts and by having companies promote the contest on their own social media channels.
The consumer subscriber email resulted in 1,944 opens with 615 clicks (11% click-through rate).
The infographic generated 165 re-pins and 14 comments on the Baby Safety Zone Pinterest Board.
STEPS TO IMPLEMENT A PIN IT TO WIN IT CONTEST
- Create a Title Image: Create an attractive image related to a contest, mission or campaign. An
attractive image that describes the promotion’s terms on a follower’s Pinterest board will add legitimacy to a promotion and help spread the word. - Use Hashtags & Captions: Asking entrants to add a hashtag to their pinned image can help track the promotion as well as allow users to follow along.
- Board Category: Place your pin in a board category that fits with the mission or campaign.
- Clear, Simple and Easy Instructions: Make clear and simple “Pin It” instructions for users to follow. You can have the users pin an image off your website, email, blog or social media channels. Make your contest easy to enter. You always want to have entries opt-in to your mailing list or blog subscription to make sure that you can contact the winners.
- Terms and Conditions: Both the company and the users should be protected. When the giveaway starts, state who is eligible, how to enter and the prizes that will be included in the promotion.
- Contest Giveaway: Choose a prize or promotion that will excite and engage.
- Promote: Promote the Pin It to Win It campaign on your website, blog, social media channels and email. You can also ask affiliates to spread the word.
- Tracking Entries and Results: Track entries in your promotion by asking users to post their pin on your blog, website, social media channels or email. You can also use Google Analytics to create custom reports that only show what you want to know about the traffic coming from Pinterest to your website and how visitors came to each pin.
- Pick a winner: Choose a winner and contact them via email.
