Luxury Marketing on Pinterest & Instagram: James Bond’s Take

By , On October 20th, 2014. In Instagram Marketing, Pinterest Best Practices, Pinterest Marketing.

Forget about the fast cars, exotic travel and gadgets: being James Bond is hard, and not only because every now and then a villain will try and blast him with a laser beam or try and bite him to death on a train. Even regular day-to-day shopping is rough on the guy; as an international man of mystery, he can’t exactly pop down to the local mall, so Mr. Bond has to rely on Q for everything he needs. Consequently, even getting a new stereo is an exercise in terror.

Bond Blog 1

Bond, modeling Q Branch’s 1965 Fall Line

Fortunately, things have come a long way since 1962. Today, Bond doesn’t have to go to a dingy underground bunker below MI6 to pick out an outfit, he can just pull out his phone.

And to help James and his favorite brands out, we’ve created: The Ultimate Guide to Pinterest & Instagram Marketing for Luxury Brands.

Judging by his tastes, Mr. Bond probably draws a lot inspiration for what to buy from browsing Instagram, which is the dominant network for luxury goods. At the very least, he found his watch there. James switched from Rolex watches to Omega in 1995, and while we won’t go so far as to claim that’s solely because Omega has a fantastic Instagram profile with more than 85,000 followers, it certainly didn’t hurt (Rolex doesn’t even have an official account.)

Omega is a fantastic example of a company engaging with their top brand influencers. To thank James Bond for his loyalty, they created a one-of-a-kind gold edition of their Seamaster watch, and promoted it heavily on their Instagram profile

Omega is a fantastic example of a company engaging with their top brand influencers. To thank James Bond for his loyalty, they created a one-of-a-kind gold edition of their Seamaster watch, and promoted it heavily on their Instagram profile

James also recently started wearing Tom Ford tuxedos, where he also gets his custom made cufflinks. He probably switched over since his previous tailor, Brioni, has neither an Instagram or Pinterest profile, while Tom Ford is thriving on visual networks.

Bond wears a pair of very cool Tom Ford cufflinks, especially made for him. They feature his family coat-of-arms with the motto "Orbis Non Sufficit" (The World Is Not Enough)

Bond wears a pair of very cool Tom Ford cufflinks, made especially for him. They feature his family coat-of-arms, with the motto “Orbis Non Sufficit” (The World Is Not Enough)

This isn’t to say that James Bond isn’t an avid Pinterest user, because he totally is.  Needing something to carry all his schwag, he popped over to Gucci, one of the top luxury brands on Instagram. But unlike most luxury brands Gucci sells their products online, so maybe he went to Gucci’s Pinterest profile, where he found a suitcase and belt for his Man With the Golden Gun mission.

Gucci’s top performing content on Pinterest is generally product shots, but they showcase their products in beautiful and creative ways, perfect for attracting fashionistas and spies alike

Gucci’s top performing content on Pinterest is generally product shots, but they showcase their products in beautiful and creative ways, perfect for attracting fashionistas and spies alike

While we’re not sure whether he found his Gucci gear on that company’s Pinterest or Instagram profile, but one thing is certain: James Bond shops for cars on Pinterest.

DB5 Bond Blog

Aston Martin apparently has a “License to Kill It” on Pinterest. With nearly 200,000 followers (far more than they have on Instagram), they’re the top luxury car marque on platform by a long shot. They have boards for each of their current line of cars, as well as legacy models such as Bond’s first ride, the legendary DB5. In fact, James is such an active Pinner that Aston Martin identified him early on as one of their key brand advocates, and created a board specifically to showcase their longstanding relationship.

DBS Bond Blog

For nearly 50 years, James Bond and Aston Martin have gone together like vodka and martinis

James Bond might be the ultimate luxury consumer, but like many people in his demographic, he’s busy leading a life chock full of speed boats, partying, private jetsexotic sports cars, skiing, and of course personal submarines. He doesn’t have time to stop by a store anytime he needs to buy something; he’s always on the go. This makes Instagram and Pinterest the perfect platforms for luxury brands to engage with Mr. Bond and people like him; after all, Pinterest users are predominantly young, wealthy people who spend a lot of money on the platform, and nearly 30 percent of them make more than $100,000 a year.

Pinterest and Instagram are inspirational and aspirational by nature and design, making them a perfect fit for brands whose products are beautiful, desirable, and exclusive.These facts aren’t lost on high-end brands; a recent study revealed that 93% of them are active on Instagram. Marketers looking to maximize the awesome potential of these networks should definitely download our new guide, which is packed with insights, tips and techniques from top luxury brands. The guide was created to help luxury marketers capture their brands’ distinct, exclusive ‘feel’ and culture to create a rich experience for audiences on Pinterest and Instagram, and covers everything from content strategy and harnessing hashtags to and setting and achieving goals that will really move the needle forward.  If you have any other questions, feel free to reach out to me, my name is Osborn.

 

 

 

 

Top Tips for Halloween Promotions VIDEO!!

By , On October 14th, 2014. In Instagram Marketing, Pinterest, Pinterest Marketing, Pinterest Promotios.

Happy Halloween!! With Oct 31st just around the corner, we’ve created this video to give you some last minute top tips for your promotions on Pinterest and Instagram.

Whether you are a retailer, publisher, brand, or practically any any other type of business, Halloween is a perfect time to run a Pinterest or Instagram promotion and get in on the fun.  Promos are a great way to build audiences, increase your brand’s visibility, boost sales and tap into spooktacular User-generated Content.

Even if you are a cosmetics brand, asking your fans to paint their faces would create a barrier to entry; but it's Halloween, so people are already doing it!

Costume contests are always great. Usually, asking your fans to do something like dressing up or painting their faces would create a barrier to entry for your contests; but it’s Halloween, so people are already doing it!

If you want more tips for getting the most out of your upcoming promotions and engaging your fans while they’re excited and anxious to share their Halloween creativity,  check out our full Marketers Guide to Halloween Promotions on Pinterest and Instagram. This downloadable guide includes:

Contest Ideas 

Americans spent $7 billion on Halloween last year, and this year 43% of adults plan to dress up while 50% will decorate their house. The same intense burst of creativity that makes Halloween so incredibly fun also makes it a Pinterest and Instagram marketer’s dream, and the perfect time to run a promotion on these platforms. You don’t necessarily need a direct connection between your brand and Halloween; you just want to be a part of the action and conversation.

Party City’s Hello Halloween promotion perfectly illustrates the power of choosing the right platform and optimizing your contest for it. As a party supply company, their catalog makes for outstanding Pinterest content, and they did a great job of capitalizing on Halloween trends and highlighting their brand’s connection to the holiday. They offered a valuable, relevant prize, made it easy and fun to enter, and gave participants multiple opportunities to “Pin&Win.” The result? Nearly 3,000 participants and thousands of Pins!

Party City’s Hello Halloween promotion perfectly illustrates the power of choosing the right platform and optimizing your contest for it. As a party supply company, their catalog makes for outstanding Pinterest content, and they did a great job of capitalizing on Halloween trends and highlighting their brand’s connection to the holiday. They offered a valuable, relevant prize, made it easy and fun to enter, and gave participants multiple opportunities to “Pin&Win.” The result? Nearly 3,000 participants and thousands of Pins!

For example, you could run a Pinterest promotion in the weeks running up to Halloween on creating your dream costume, and an Instagram photo contest on Halloween night to show off how they turned out! The guide contains tons of ideas that can be adapted to work across many product categories and industry verticals.

How to Design Your Promotions to Be Scarily Successful 

Whether you’re trying to gain more followers, increase engagement and amplification, drive website traffic or promote a specific product, you need to prioritize your objectives and engineer your contest accordingly. After you’ve prioritized your objectives, consider if you’d be better served by a promotion on Pinterest or Instagram. Brand marketers looking to drive metrics such as awareness and brand recall should seriously consider experimenting with Instagram, while direct response marketers interested in clicks, sales and conversions can harness the massive potential of Pinterest (for more info on deciding where you should run your contest, check out our post on the comparative advantages of Pinterest and Instagram, or this flowchart.) Our Halloween guide contains detailed info on:

  • Establishing and Achieving Contest Goals
  • Barriers to Entry, and Their Impact on Success
  • Picking a Prize, and How Prizes Affect Contests
  • Harnessing #Halloween Hashtags

That last point is critical. A promotion that harnesses the surge in social traffic around Halloween can be a huge audience booster, as well as a powerful tool for migrating your audience over from other platforms. #Hashtags are key to building these conversations on Instagram, and making sure your promotions stand out on Halloween and don’t fall into the background noise.

These are just a few of the resources available in our full Marketers Guide to Halloween Promotions on Pinterest and Instagram. We have helped brands run hundreds of successful promotions on Pinterest and Instagram, so if you’re interested go to www.piqora.com and request a demo, we’d love to talk with you! But more than anything else, we wish you a fun, safe, and…

Happy-Halloween

Retail Marketers: Should You Focus on Pinterest or Instagram?

By , On October 6th, 2014. In Industry Insights, Instagram Marketing, Pinterest Marketing, Piqora Features.

Almost daily, retailers ask us “is Instagram or Pinterest a better network for us to market on?” Of course the answer varies between business verticals (and even within these categories the answer isn’t always the same) but in an effort to help you decide where you should be focusing your efforts, we created this handy flowchart!

Retailers: Pinterest VS Instagram FLOWCHART!

Of course many brands can, do, and should have an active presence on both Pinterest and Instagram. They are both “happy networks,” with generally positive interactions (especially when compared to Twitter or Facebook) that are mood-elevating, aspirational and inspirational. Both are image based, accessed primarily through mobile devices (75% for Pinterest and nearly 100% for Instagram,) and are unique in that users follow others primarily because of similar interests, rather than personal relationships.

But there are definitely cases in which one network will serve the needs of a business better than the other. For instance, if you mostly sell luxury goods, Instagram will likely be a much better platform for you; for more info about why, check out our upcoming guide for luxury brands, which we’re publishing later this week.

A key takeaway is that retailers who are focused on using social to drive direct response metrics like clicks, sales and conversions should harness the power of Pinterest to promote their products, turbocharge referral traffic, increase average order value, and drive sales. On the other hand if you’re looking to boost awareness and brand recall, you should seriously consider experimenting with Instagram.  Regardless of the network (or networks) that you decide to invest in, success will come as you continually experiment with and tweak your creative to find the sweet spot that resonates with your community.

 

You’re Invited: Piqora Twitter Chats #piqorachat

By , On September 30th, 2014. In Pinterest Best Practices, Pinterest Marketing.

#piqorachat Twitter chat
We’ll be hosting a series of Twitter chats, starting Wednesday, October 8 at 12pm PT/3pm ET for social marketers about how to be effective on visual networks like Pinterest and Instagram. During each chat we’ll share actionable data, insights, and research about the visual web to help make marketing on these networks a little bit easier (and your results a little better).

So, obviously we get a lot of questions from marketers about the most effective strategies on Instagram and Pinterest for their brand. It’s really true that finding the right visual web strategy is like solving a puzzle. Which is cool, because connecting with other marketers on an individual level to help solve their Instagram and Pinterest challenges is one of my favorite parts of working here. It’s also why we decided to host these Twitter chats, to talk about these networks, why we love them, and why we think marketers should love them too [even more than Facebook].

The topic of this first #piqorachat will be Halloween promotions on Instagram and Pinterest. If you just can’t wait until the chat to learn more tactics and best practices, you can get the Marketer’s Guide To Halloween Promotions right now.

Huge Bonus: we’re excited to have Kelly Lieberman, social media manager and founder of the #pinchat Pinterest chat, join us as co-host for our first ever #piqorachat. Kelly’s popular #pinchat takes place on Wednesday nights at 6pm PT/9pm ET and inspired us to start our own ongoing dialogue with social media mangers about Instagram and Pinterest. Find Kelly on Twitter at @Tribe2point0 and on Pinterest here.

So, to sum up:

    • Who: Piqora and Kelly Lieberman, founder of the popular #pinchat Twitter chat, and YOU!
    • What: an hour long Twitter chat
    • Where: on Twitter – follow along using the hashtag #piqorachat
    • When: Wednesday, October 8 at 12pm PT/3pm ET
    • Topic: Halloween promotions on Instagram and Pinterest (learn more in our guide here).

Hope you can join us! We’re looking forward to chatting about Halloween promotions and of course, answering any questions you may have about Instagram and Pinterest.

Marketers: What You Need to Know About Food & Drinks on Pinterest

By , On September 23rd, 2014. In Pinterest, Pinterest Analytics, Pinterest Best Practices, Pinterest Marketing, Piqora Features.

Food Bev Blog 1

Food and drinks are big business on Pinterest. In fact, a recent study revealed that Food and Beverage is by far the most popular content category, accounting for 20 percent of all Pins among women, who make up the majority of Pinterest’s users. From holiday recipes to entire diet plans, millions of people are turning to Pinterest to discover what they should eat or drink, and get inspired by content that tells them how to make it.

Food and Drink is a dominant content category on Pinterest, according to a new study by the University of Minnesota

Food and Drink is a dominant content category on Pinterest, according to a new study by the University of Minnesota

For food and beverage brands, participating in and capitalizing on these conversations on Pinterest can be hugely valuable. While Pinterest is a powerful E-Commerce engine, brands that don’t sell directly to consumers might wonder how best to leverage the network. The important thing to understand is that Pinterest is all about action. People browse Pinterest with the intent of doing something, be that buying, building, mixing or baking. So even if your brand doesn’t have a strong E-Commerce component to its business model, Pinterest can still deliver extraordinary value as a channel for inspiration, discovery, and relationship building with your audience.

“We view Pinterest as a tool to educate, empower and inspire our customers, and use it to engage people with top of the trend, valuable content about healthy living and eating,” said Dana From, the social media marketing manager for Sprouts Farmers Market. “This develops our brand and establishes us as a resource that people turn to, which is especially important as we’re growing into new regions where they might not know about our stores. If people already know about us through our Pinterest content, that helps us get into those new markets.”

To help capitalize on this massive opportunity, we’ve created a comprehensive Marketer’s Guide to Food & Beverage on Pinterestpacked with actionable tips and techniques gleaned from some of the top brands in the industry. Just a few of the things you will learn in the guide include:

Content Strategies: Pinners are total foodies, as evidenced by the fact that 57% of Pinterest users have interacted with food related content. This makes it critical for food and beverage brands to regularly update their boards with new photos that will appeal to audiences on the platform. From recipes and DIY guides to detailed analysis of photo creatives, we evaluated what is (and isn’t) working for food and beverage brands on Pinterest.

Our research revealed that showing food & drink products “in the wild” as part of a dinner setting, recipe, etc. is generally more effective than standalone “hero” shots

Our research revealed that showing food & drink products “in the wild” as part of a dinner setting, recipe, etc. is generally more effective than standalone “hero” shots

Seasons, Holidays, and How to Harness Them: Food is intrinsically tied to seasons, and this creates “low hanging fruit” on Pinterest by providing a built-in context for food related content. Holidays are particularly important for brands in the space, as nearly every holiday has hundreds of recipes, drink ideas, and DIY party planning guides associated with them on Pinterest, from Thanksgiving Turkey to Shamrock Shakes. This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for, and whenever possible brands should react to and capitalize on these trends and join the conversation.

“Holidays are key, because so many people are cooking at home with their families,” From said. “This creates a chance for really valuable engagement, because people are actively looking for this kind of content as holiday meals and parties are at the top of their mind.”

Seasonal changes are a huge opportunity to provide valuable content, as Libby’s Fruits & Vegetables has done with their "Fuel Up For Fall" boards

Seasonal changes are a huge opportunity to provide valuable content, as Libby’s Fruits & Vegetables has done with their “Fuel Up For Fall” boards

The Power of Promotions: Promotions are a great way to drive engagement on your Pins, traffic to your Pinterest profile or website, gain followers, identify brand advocates and influencers, and more. Regardless of your objectives, the key to success lies in designing your promotion from the ground-up to achieve specific goals. Our guide has detailed information on how to identify and achieve your promotion goals, which type of Pinterest promotion will be best for you, and how to promote your contests for maximum exposure. Holiday promotions are especially effective for food and beverage brands, so be sure to check out our Guide to Halloween Promotions for some inspiration.

For their “Sweet’s the Word” promotion, The Cheesecake Factory followed several best practices when they chose an easy to enter, fun format, and offered a valuable prize. The results? More than 20,000 participants and thousands of Pins to their profile.

For their “Sweet’s the Word” promotion, The Cheesecake Factory followed several best practices when they chose an easy to enter, fun format, and offered a valuable prize. The results? More than 20,000 participants and thousands of Pins to their profile.

Establishing, Measuring and Achieving Your Pinterest Goals: Since many food and beverage brands don’t have a direct to consumer E-Commerce component, direct ROI measurement can be difficult. However, Pinterest can still be a powerful tool for these brands.

“If you’re a food brand, adult beverage brand, or brick and mortar grocery store, for example, odds are you won’t be using Pinterest as a direct sales tool,” said Jon Shea, director of operations at Piqora. “So your primary metric for success should be engagement. Pinterest is a network built on intent, so if people are engaging with your content, odds are they have strong intent to act on that, whether that means trying a new recipe or checking out a new restaurant.”

Piqora’s platform helps you measure engagement and make actionable adjustments to your Pinterest content

Piqora’s platform helps you measure engagement and make actionable adjustments to your Pinterest content

Food and beverage brands have a huge opportunity available to them on Pinterest, and for brands that can tap into these conversations and provide their customers with real, valuable content, Pinterest can be a game changer.  The data and techniques discussed here are just a small portion of the resources available in the full food and beverage guide. And if you have any other great tips that have worked for you on Pinterest, I’d love to hear them!

Happy Pinning!

How Nike Golf Used Instagram to Tell Rory McIlroy’s Story

By , On September 17th, 2014. In Piqora Features.

The world’s No. 1 golfer, Rory McIlroy, has had quite the summer. McIlroy, who is one of Nike’s highest paid athletes, sported the swoosh on his way to an impressive victory back in July at the British Open in Hoylake, England, in what was a career-defining moment for the 25-year-old from Northern Ireland.

But McIlroy wasn’t done, and he vowed to keep pushing for success in 2014. “I’m enjoying being the Open champion, but that’s not all I want to be this year,” McIlroy told reporters. “I want to do more.”

Enter Nike Golf’s Instagram.

McIlroy Blog 1

Just days after his victory, Nike Golf profiled the young phenom by posting a series of six images throughout the day using #DontSleepOnSummer, which Nike Golf had been using throughout the summer to encourage golfers to get out and improve their skills.

In a post featuring Rory working out, he wore a Nike shirt that read #WinningStartsHere. Talk about making a social marketer’s job easy!

McIlroy Blog 2

The feature wrapped up with a more intimate look at Rory: the sixth and final post featured him putting barefoot in his backyard, as an inflatable crocodile watched with wide-eyed admiration. Of course Rory was decked out in Nike gear, and I’ve highlighted an exchange where Nike responds directly in the comments thread to fans asking where they can purchase exactly what Rory is wearing.

McIlroy Blog 3

This series of images gave Nike Golf’s Instagram followers a never before seen perspective on Rory’s life outside the ropes and highlighted his commitment to continued success.

Nike Golf did an excellent job with this feature and accumulated over 46,000 “likes” and 509 comments. But you don’t need to sponsor world famous athletes to execute something similar. Could you choose a superfan and profile their unique use of your products throughout the day? Do you have a particularly interesting fashion designer you could feature? What about featuring a model who’s showing off your line in a tropical jungle?

Be creative, and feel free to have a little fun in the process.

Why the iPhone 6 (and Other New Smartphones) Are Built for The Better Selfie

By , On September 16th, 2014. In Industry Insights, Instagram Marketing, Piqora Features.

Ah, the selfie. From showing off cute outfits to skydiving, flying fighter jets and chillin’ in outer space, it seems that no time or place is too crazy for us to snap a quick shot of ourselves. Even the President and Vice President of the United States are getting in on the action.

Not that I don't indulge, as you can see from this "ParaSelfie" I snapped in Mexico

Not that I don’t indulge, as you can see from this “ParaSelfie” I snapped in Mexico

Mobile phones are responsible for a huge percentage of the images that make up the fabric of the Visual Web (in fact, various incarnations of the iPhone hold four of the of the top five slots for the most popular cameras on Flickr) and selfies account for a significant portion of these. In fact, our research reveals that on Instagram alone, there are more than 169 million photos posted to #selfie, and more than 283 million to #me.

To facilitate our love affair with taking pictures of ourselves, smartphone manufacturers are designing their latest generation of devices to be better at snapping selfies. On the iPhone 6 and iPhone 6 Plus, for example, Apple has included a new front-facing “FaceTime HD” camera with a sensor that will capture 81 percent more light, a new image processor for face detection and HDR video. They have also also brought burst and timer modes to their “selfie cam.”

To help you take better selfies, the iPhone 6 and 6 Plus include features such as Burst Selfie and self-timer modes  (image courtesy of Apple Inc.)

To make taking selfies easier, the iPhone 6 and 6 Plus include features such as Burst Selfie and self-timer modes (image courtesy of Apple Inc.)

Apple is hardly alone in releasing devices with selfie-specific features. With their new Galaxy Note, Samsung has weighed in with a 3.7 megapixel front-facing camera that includes a “wide selfie” feature which allows people to bring more of their friends into the shot. They’ve also made it easier to snap a selfie, as users can now just tap the heart-rate monitor button on the back  to take a shot (FYI, the heart-rate monitor button will only function in that mode if the front-facing camera sensor “sees” a face.)

Not to be outdone, Nokia has dropped an A-Bomb in the selfie-feature arms race with its Lumia 735, which they tout as being “built for selfies and Skype.” Like Samsung, they’ve included a new, powerful forward-facing camera with a wide-angle lens, but they take it a step further with their “Lumia Selfie” app which helps users edit their selfies to make them look even more awesome.

Image courtesy of www.nokia.com

Image courtesy of Nokia

The Key Takeaway: What All of This Means for Brands on the Visual Web

For brands marketing on visual networks, these new hardware features are great news.

“Selfie-optimized features in hardware devices will accelerate selfie sharing, and photo sharing in general on Instagram and other visual moment sharing channels, such as Snapchat,” said Sharad Verma, CEO of Piqora. “And this may even lead to entirely new visual networks.”

One benefit of these new features is that they can help generate higher quality user-generated content, which your brand can then harvest. A great method for gathering great UGC is through a photo contest, so check out our Definitive Guide to Instagram Photo Contests for more information. Selfies offer the lowest barrier to entry of any type of photo, so contests that feature them will naturally have a higher participation rate. And with their new cameras, the photos your fans submit will be more beautiful than ever, and can include more of their friends thanks to the wide angle lenses!

The key takeaway here is that people are taking more photos than ever on their mobile devices, and the fact that device manufacturers are coming out with selfie-specific features in their latest generation of devices means that selfies aren’t a fad. They’re here to stay, so brands should start to adopt strategies to harness this popular behavior.

“As selfies have become a huge part of our culture and how we share images, brands will need to figure out a way to express themselves similarly to stay relevant and resonant,” Verma said.  “Employee selfies, brand selfies, and encouraging their community to incorporate logos in selfies via contests are just some of the areas that brands will want to look at immediately.”

 

Here’s What You Need to Know About Halloween Promotions on Pinterest and Instagram

By , On September 11th, 2014. In Industry Insights, Instagram Marketing, Pinterest, Pinterest Best Practices, Pinterest Marketing, Pinterest Promotios, Piqora Features.

Halloween Guide Blog Post

Happy Halloween!! I know we aren’t even halfway through September, but I’m already deep into planning my costume (any suggestions are welcome; I’m currently going back and forth between a hot air balloon or an AT-AT walker from Star Wars.) And if I’m already thinking about my costume, it’s definitely time to start planning your Halloween promotions on Pinterest or Instagram.

Pinterest and Instagram marketers shouldn’t just love Halloween because Americans spent $7 billion on the holiday last year. They should love it because it’s one of the most creative, interactive, whimsical and fun holidays, and with all of this intense activity your fans are excited, engaged and anxious to share their Halloween adventures with the world!

So whether you are a retailer, publisher, travel company or practically any any other type of business, Halloween is a perfect time to run a Pinterest or Instagram promotion and get in on the fun. And to help you get the most out of your upcoming promotions, we’ve created a brand new  Marketers Guide to Halloween Promotions on Pinterest and Instagram. Some of the things you’ll find in it include:

Contest Ideas by Network and Vertical

You don’t necessarily need a direct connection between your brand and Halloween; you just want to be a part of the action and conversation.  It’s also important to remember that you don’t need to choose between Pinterest or Instagram; you can definitely do both, just be sure your promotions are platform appropriate.

Party City’s Hello Halloween promotion perfectly illustrates the power of choosing the right platform and optimizing your contest for it. As a party supply company, their catalog makes for outstanding Pinterest content, and they did a great job of capitalizing on Halloween trends and highlighting their brand’s connection to the holiday. They offered a valuable, relevant prize, made it easy and fun to enter, and gave participants multiple opportunities to “Pin&Win.” The result? Nearly 3,000 participants and thousands of Pins!

Party City’s Hello Halloween promotion perfectly illustrates the power of choosing the right platform and optimizing your contest for it. As a party supply company, their catalog makes for outstanding Pinterest content, and they did a great job of capitalizing on Halloween trends and highlighting their brand’s connection to the holiday. They offered a valuable, relevant prize, made it easy and fun to enter, and gave participants multiple opportunities to “Pin&Win.” The result? Nearly 3,000 participants and thousands of Pins!

For example, you could run a Pinterest promotion in the weeks running up to Halloween on creating your dream costume, and an Instagram photo contest on Halloween night to show off how they turned out! The guide contains tons of ideas that can be adapted to work across many product categories and industry verticals, but here are just a few:

Halloween Recipe Pin and Win Contest: A quick Pinterest search for Halloween recipes shows just how popular these are. Since people are already creating, searching for and pinning Halloween recipes, why not create an opportunity for your brand to reward Pinners for something they’re already doing?

Costume Contests: Obviously these make for great Instagram material! There are tons of variations here, for instance a Best Pet Costume contest (12% of pet owners dress their pets up for Halloween) or a contest where entrants have to include one of your products as part of their costume in order to qualify. Be creative, as even if you don’t offer products that are directly related to Halloween you can always tie your brand in somehow; Flo from Progressive even has her own costume line.

How to Design Your Promotions to Be Scarily Successful 

Whether you’re trying to gain more followers, increase engagement and amplification, drive website traffic or promote a specific product, you need to prioritize your objectives and engineer your contest accordingly. After you’ve prioritized your objectives, consider if you’d be better served by a promotion on Pinterest or Instagram. Brand marketers looking to drive metrics such as awareness and brand recall should seriously consider experimenting with Instagram, while direct response marketers interested in clicks, sales and conversions can harness the massive potential of Pinterest (for more info on deciding where you should run your contest, check out our post on the comparative advantages of Pinterest and Instagram.) Our Halloween guide contains detailed info on:

  • Establishing and Achieving Contest Goals
  • Barriers to Entry, and Their Impact on Success
  • Picking a Prize, and How Prizes Affect Contests
  • Harnessing #Halloween Hashtags
  • Why You Should Launch Early and Promote Heavily

That last point is critical. A promotion that harnesses the surge in social traffic around Halloween can be a huge audience booster, as well as a powerful tool for migrating your audience over from other platforms, so to maximize exposure, consider launching your promotions well in advance of Halloween, especially on Pinterest. Pinterest contests are terrific for capitalizing on people’s Halloween preparations and planning, and brands such as Party City and Spirit Halloween have launched very successful Halloween campaigns as early as late September.

These are just a few of the resources available in our full Marketers Guide to Halloween Promotions on Pinterest and Instagram. We have helped brands run hundreds of successful promotions on Pinterest and Instagram, so if you’re interested go to www.piqora.com and request a demo, we’d love to talk with you! But more than anything else, even though it’s only September,  we’d like to wish you a fun, safe, and…

Happy-Halloween

 

Instagram Marketing: How to Run Successful Instagram Photo Contests

By , On September 4th, 2014. In Industry Insights, Instagram Analytics, Instagram Marketing.
Red Bull’s #Summerishere contest feed features beautiful fan photos that engage audiences and tell compelling stories

Red Bull’s #Summerishere contest feed features beautiful fan photos that engage audiences and tell compelling stories

A successful Instagram contest can build your audience and increase your brand’s visibility, migrate followers from other networks like Facebook and Twitter, source beautiful user-generated content and engage new brand advocates. After completing a study of more than 100 contests, we’ve taken the key learnings and best practices from them and created our new Definitive Guide to Instagram Photo Contests to help you maximize the potential of these powerful tools.

The Key Takeaway: Design Your Contest for the Goals You Want!

A key lesson that emerged from the study is the critical importance of designing your contest from the ground up to achieve the results you want. Let’s say for example that your goal is maximum participation and follower growth. A great way to get there is to create a contest with an appealing, brand relevant theme, a catchy, easy to remember hashtag and a prize that your audience would value (along with several prizes for runners-up.) Then ask contestants to take a selfie anytime, at any place, and simply submit that photo to your hashtag. Oh, and tell them that the winner will be selected at random. The result: tons of people will participate in your contest. Why? Because you made it easy for them to do it.

Poshmark's #ThePoshLife contest is a great example of contest design. They chose a great hashtag, a creative, fun theme, the rules are simple and easy to follow, and they offer a valuable prize that will resonate with their target audience.

Poshmark’s #ThePoshLife contest is a great example of contest design. They chose a great hashtag, a creative, fun theme, the rules are simple and easy to follow, and they offer a valuable prize that will resonate with their target audience

Every Instagram contest should be designed to have the fewest barriers to entry possible while still achieving your desired goal. Going back to our example, by choosing a great theme and hashtag, entrants will clearly understand the style of images your brand wants and how to submit them. Just remember that the vast majority of contest entries will come from mobile devices, so make your hashtag easy to type on a mobile keyboard. Selfies are the easiest type of of picture to take, especially if you don’t require them to be taken at a particular time of day or location, or with other people. A randomly selected winner signals to participants that by simply entering the contest, they have just as good of a chance of winning as anyone else, while multiple prizes encourage them to submit more often as they have a greater chance of being rewarded.

More Learnings, Tips and Techniques

These are just a tiny portion of the tips, findings, and techniques available in the guide. A few other things you’ll learn include:

– Why judged contests deliver higher quality UGC and more potential brand advocates

– How to design your contest landing page to ensure maximum participation

– Why adding up to six hashtags in addition to your official contest hashtag can increase likes by 200% or more

– Why you don’t need to spend a ton of money on prizes to drive huge levels of engagement

To learn more, download the guide here. Piqora has helped hundreds of brands achieve phenomenal results with Instagram photo contests, so feel free to get in touch with us to learn more about how we can help you!

 

Pinterest Unveils New Analytics Tools: What Does This Mean for Your Brand?

By , On August 28th, 2014. In Piqora Features.
Photo courtesy of Pinterest

Photo courtesy of Pinterest

Pinterest unveiled their new analytics platform earlier this week as the latest addition to their Pinterest for business toolkit. After being announced in June and beta tested with a select number of brands, the new tools are now available for free to anyone with a verified business account.

Pinterest's new analytics dashboard (photo courtesy of Pinterest)

Pinterest’s new analytics dashboard (photo courtesy of Pinterest)

Pinterest’s new analytics dashboard provides brands with a broad overview of their reach on the platform, and will display metrics such as the number of views and impressions that their content generated, and will track those numbers over time. In addition to trend data, Pinterest now provides insights into specific Pin performance such as likes, clicks, impressions, and repins, as well as what type of of Pin a particular piece of content is, which allows you to track performance of Rich Pins and Promoted Pins. Finally, the new tools display demographic and common interest data.

All of this is great news for brands marketing on Pinterest.  With these tools, brands will be able to paint a much more accurate picture of what is and isn’t working for them on Pinterest than they were with the old analytics, and they can use this information to inform and make strategic decisions on their content.

How Piqora Can Help Your Brand Level Up on Pinterest

While the new analytics tools are good for high level analysis of your brand’s overall Pinterest strategy, Piqora can help you take the critical next steps towards enhancing your success on Pinterest and optimizing your content and revenue strategies. For example, while Pinterest’s audience demographics will report general location, gender and language, our platform takes that a step further with granular audience data, which allows you to foster relationships with brand advocates and identify and engage with influencers.

For brands that rely on Pinterest as a commerce platform, Piqora provides critical Pinterest ROI data that wouldn’t otherwise be available, such as revenue per pin and revenue per purchase. This means you can not only see what kinds of content are successful from an engagement standpoint, but how also how much revenue each piece of content generates from the platform.

Piqora's platform delivers reports that show your precise revenue & ROI from Pinterest. See the pins that led to transactions on your site, the value of those orders, the average revenue per pin, and the average revenue per purchase.

Piqora’s platform delivers reports that show your precise revenue & ROI from Pinterest. See the pins that led to transactions on your site, the value of those orders, the average revenue per pin, and the average revenue per purchase.

Piqora doesn’t just support reporting, it facilitates research. Analyzing your own content is important, but companies don’t exist in bubbles. Pinterest is a social ecosystem, and it pays huge dividends to be able to accurately and effectively analyze what the other brands in your “food chain” are doing on the platform. With Piqora, you can identify industry-wide trends and compare your performance to that of your competition.

Piqora's Trends tool allows you to create buckets of brands to represent any industry, vertical, or competitor group to track trending content and benchmark performance

Piqora’s Trends tool allows you to create buckets of brands to represent any industry, vertical, or competitor group to track trending content and benchmark performance

Finally, Piqora simplifies the process and greatly enhances your brand’s ability to run a successful Pinterest promotion. In addition to supporting multiple types of promotions that conform to Pinterest’s guidelines and providing advanced promotion reporting, every brand that runs a Pinterest promotion with Piqora is assigned a dedicated Customer Success Manager to help you establish and implement the best practices to maximize your success.

Piqora's platform makes running promotions easy, and includes metrics such as participants, Pins, repins, boards, and reach

Piqora’s platform makes running promotions easy, and includes granular tracking and metrics such as participants, Pins, repins, boards, and reach

All of these elements are critical, especially for larger brands on the network. The advantage of a platform such as Piqora lies in the specificity and richness of the data provided, which enables brands to go beyond interpreting broad trends and allows specific, actionable strategic and tactical decisions to be made, both from a content and commerce perspective.