Pinterest Sweepstakes Microsoft Mouse Design: Case Study With BJ O'Hare

04/23/2012

Microsoft Pin It To Win It SweepsakePinterest, the darling of food and fashion pinners, is on a hyper growth slope with brands that at first glance have nothing to do with "life style" e.g. business-to-business, technlogy, software, finance, miliatry, staffing companies and more. Hop over to my Pinterest brand board .. Brands Beyond The Expected to see 101 (and counting!) examples.

As we've seen with Kotex (Diva Marketing interview with the brand manager and agency) brands are exploring ways to engage with customers that go beyond a pin and comment.

Contests are hot hot hot on Pinterest. When I came across an interesting sweepstakes from Micrsoft I wondered if Pinterest contests could really work for tech companies. BJ O'Hare, social media lead for Microsoft Hardware Team, graciously agreed to tell us the back-story in a Diva Marketing Mini Case Interview. Thanks to Kristina Libby for the intro.

BJ OHare_MircoSoft_DM interviewAbout BJ O'Hare - BJ O’Hare is the Social Media Lead for the Microsoft Hardware Team. Over the course of her career, BJ has combined her passion for interpersonal engagement with her enthusiasm for technology to develop expertise in the realm of social media and marketing.

In her current role, BJ is responsible for the management of all Microsoft Hardware social channels including its Blog, Twitter Handle and Facebook page, which she worked to launch in late 2011. She also collaborates closely with Windows and its social channels, particularly its Pinterest page. 

Diva Marketing/Toby:  Of all the tactics Microsoft could have chosen to create awareness for its new mouse designs, which by the way are very cool and fun, why Pinterest?

BJ O’Hare/Microsoft: Pinterest is a great way to virtually express yourself and be creative. The new mouse designs are very expressive and appeal to people looking for ways to personalize their everyday life, so Pinterest was a good fit for this Microsoft Hardware campaign.  

Diva Marketing/Toby: Were there other social networks/social media and/or marketing initiatives included in the campaign? 

BJ O’Hare/Microsoft: It was promoted on various Microsoft Facebook & Twitter pages as well as Microsoft blogs. It was also a discussion topic during a Windows Tech Tuesday #winchat which is a weekly Twitter chat held by the Windows PR and social media teams from 12-1pm PT on Tuesdays. The chats cover a variety of topics from partner products to consumer trends. To participate in a chat follow @windows or @windowsblog and the hashtag #winchat.

Diva Marketing/Toby: How did Microsoft create initial awareness of the sweepstakes?

BJ O’Hare/Mircosoft: We announced the sweepstakes by partnering with the Windows team and promoting the campaign on various Microsoft Facebook & Twitter pages and on Microsoft blogs and continue to promote on those channels.

  • We also add new images every few days so there are fresh pins for people to use so they will continue to stay engaged with our boards.

Diva Marketing/Toby: What were your goals for the sweepstakes?

BJ O’Hare/Microsoft: Our main goal was to generate awareness of the new colors and artist designs through engagement with an audience that is active on Pinterest, and looking for colorful and rich assets to decorate their boards with.  We also wanted to increase followers of our boards and generate repins. Microsoft mouse
Diva Marketing/Toby: Can you share a high level of the results?

BJ O’Hare/Microsoft: We generated awareness which resulted in an increase of followers and re-pins.

Diva Marketing/Toby: Were the results what you had expected? Can you tell us why or why not?

BJ O’Hare/Microsoft: The audience that uses Pinterest is interested in images that they can use to decorate their boards. This was a successful campaign and allowed users to do that through repinning Microsoft mouse designs. We were successful in generating awareness and increasing our followers and repins by using colorful and stylish images.

Diva Marketing/Toby: Did you do any analysis of the pins/boards for consumer insights e.g. Designs most pinned, pin/board descriptors, etc. If so what did you consider?

BJ O’Hare/Microsoft: We did some simple analysis which included designs vs color images pinned, repinning the contest pin, pin & board descriptors, and group of images vs single item images. We are also doing some analysis on product images vs lifestyle images.

Diva Marketing/Toby: I noticed that the contest board is now the last board on the page. When the contest was running was it the 1st board? Also, do you plan to keep the contest board or delete it like Kotex did with theirs?

BJ O’Hare/Microsoft: When the contest was running it was in the first row of boards so it was clear to see. We have new sweepstakes we’ve run since Spring Inspirations and now currently Mother’s Day which is the 1st first board you see. We are building our long term strategy for what the presence of contest boards looks like after the contest has finished.

Diva Marketing/Toby: If you were to redesign the campaign, in retrospect, what would you do differently?

BJ O’Hare/Mircosoft: When using Pinterest as a platform to promote campaigns, each will have a variety of different tactical components that will work.  For this campaign, we achieved what we set out to do.

Diva Marketing/Toby: What lesson learned can you share with us?

BJ O’Hare/Microsoft: Pinterest is a great way to virtually express yourself and be creative.  Since we had such great artists that designed amazing art on our mice, Pinterest proved to be a great vehicle to promote this initiative.

This was a collaborative effort between the Microsoft Hardware and Windows teams and may not be representative of what other teams at Microsoft are doing with Pinterest.

Pinterest Pinning For Business Learning Series 

To learn more about our Pinterest contest, please visit the Windows Team Blog. If you’re interested in learning more about Microsoft Hardware and Windows, please explore the following:

Microsoft Hardware

Microsoft Hardware Blog

Microsoft Hardware Facebook

Microsoft Hardware Twitter

 

Windows

Windows Team Blog

Windows Facebook

Windows Twitter

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Comments

Nice article, thanks for the information.

Posted by: rental mobil on Apr 24, 2012 2:07:54 AM

I love this idea! We had not thought of using Pinterest to run a contest, but it's such a good idea. Pinterest is a great new outlet for marketing and it's so fun and creative that companies can really showcase who they are.

Posted by: A10sm Internet Marketing on Apr 25, 2012 10:57:14 AM

Great interview and information. It's fun seeing companies embrace Pinterest and test different types of techniques to connect and engage with customers.

Posted by: Anita Loomba on Apr 26, 2012 12:26:24 AM

Congratulations! I waiting for next update.

Posted by: Jakarta Hotel on Jul 5, 2012 12:23:13 AM

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