Halloween is very big on Pinterest with 176 million pins and 51 million people following boards about the holiday. So it’s only natural that the company is leveraging All Hallows Eve to promote Pin Picks, a new editorial product.
Pinterest has partnered with about 10 media companies, including Funny or Die, eHow and YouTube star Michelle Phan for the month-long Handmade Halloween campaign to draw attention to the curated Pin Picks, which the company has been testing for the last several months.
Previously this year, Pinterest worked with HGTV on house hacks and REI on weekend camping, but this is the company’s first large scale campaign with media partners.
And it’s a seemingly smart one as it drives home the point that Pinterest is more than just a place for users to compile wish lists of products they like, recipes they want to try or shoes they want to buy. It drives home the point that publishers can depend on the social bookmarking network to drive significant referral traffic. BuzzFeed, for instance, has said that Pinterest is second to only Facebook in social referral traffic to its site.
“What we’re finding is not only that the content [media companies] create is helpful to us, but Pinterest has grown into being a place where we’re driving lots of traffic and interest back to them,” Pinterest’s head of brand David Rubin told Ad Age.
Halloween is also a great test case given the DIY nature of the holiday. Much of the editorial content is both entertaining and useful for people looking for ways to celebrate one of the biggest party nights of the year.
Pinterest’s Halloween campaign began this week with costume how-tos, including a board by Pham with ideas how to create a zombie Audrey Hepburn costume and a Funny or Die vampire make up tutorial. Each week, a different theme will be featured. Next up is heroes and villains, then comic relief and finally last-minute ideas.
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