Coca-Cola is pinning its Pinterest strategy on the discovery-focused social media platform’s most passionate users: Moms.
The brand refreshed its Pinterest page last month with photo-driven content focused on food, design, entertaining and family activities. From DIY planters made from Coca-Cola mini-cans, to an easy Coke float popsicle recipe, to a Coke-inspired holiday table setting, the page features something for all moms looking for creative ideas and inspiration.
Nine influential bloggers who love Coca-Cola are helping the brand create and curate food and lifestyle content for the page. Each month, they will inspire other moms with fresh ideas that bring families together over a Coke.
“Pinterest users discover content through other pinners,” explains Ryan Anderson, director of integrated marketing communications (IMC), Coca-Cola North America. “And who better to reach moms than other moms?”
The page – which also includes recipes and other feature content from The Coca-Cola Company’s digital magazine, Coca-Cola Journey – was inspired by a campaign the brand launched this spring on Twitter and Facebook. A series of crafty posts – presented in Pinterest-esque style – delivered strong engagement rates among moms. A hit Father’s Day post, for example, showed fans how to fill empty Coca-Cola glass bottles with barbecue sauce as a thrifty DIY gift for dad.
“We were blown away by the results of these posts, each of which generated thousands of likes and shares,” Anderson said.
The success of the campaign motivated the brand team to refresh its presence on Pinterest, where 70 percent of its 100 million monthly active users are female and 53 percent of all moms are on the platform.
“When you search online for recipes, crafts or entertaining ideas, half the results are links to Pinterest boards,” Anderson said. “It’s almost like tapping into a massive search engine.”
Going forward, Anderson said Coke will use its Pinterest page to engage moms just as it uses Snapchat and Tumblr primarily to connect with teens (the brand takes more of a universal approach on Facebook, Twitter and Instagram). And while the brand hopes to grow its base of 8,300-plus followers on Pinterest, Anderson said pin engagement will be the team’s primary focus. “We want our sponsored pins – which will focus on relevant moments in moms’ lives, such as the holidays – to gain traction and be pinned across multiple boards,” Anderson said.
“Pinterest is all about inspiring moms to recreate fun ideas they discover and bookmark on the platform,” he adds. “And that’s what trying to do.”
CHECK OUT COKE'S NEW PINTEREST PAGE HERE.
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