Dial Corporation this week announced a new campaign that integrates its long-standing Facebook Page with its new-ish Pinterest page, giving its Facebook community a challenge to create cause-related boards on Pinterest. The top organizations featured on those user-generated boards will compete to win a $5,000 prize.
This isn’t an entirely new type of campaign, of course, even if Dial is probably among the first CPG brands to embrace Pinterest as a campaign element in this way. Dial is looking to capitalize on what is becoming a known fact – strong visuals help sell product and the stories around them. This fact was addressed most recently in a SteelHouse study that found Pinterest users were 79% MORE LIKELY to purchase a product they saw pinned on Pinterest versus Facebook.
A recent Shopify study found that the average e-commerce cart size of a Pinterest user was double that of a Facebook users ($80 vs. $40). Likewise, pins with prices are 36% more likely to pick up likes than pins without. Don’t panic – this does not mean Facebook users are not going to buy your stuff; in fact, according to the SteelHouse study they are more likely to share their purchases on Facebook than elsewhere. So you will be picking up converting traffic from these social channels and many more.
If not panic, then what should the lesson here be? Visuals tell a story about your product, and the more inviting and exciting they are the more likely consumers will be to click on through and do something about it. As you’re planning the creative elements for your social efforts, considering the following:
Represent your brand consistently in all social channels, but allow for some differentation among them to keep the content appealing to the community
Use the images that you post on your social channels to tell a story about the lifestyle of your brand. Don’t just post product photos; post images of people wearing, eating, drinking or otherwise consuming your products.
Research shows that people respond to prices in a Pinterest post, so find fun ways to provide them with that information. Maybe it’s a cute price tag hanging from the product.
This one is pretty obvious, but if your brand is not already on Pinterest, it’s probably time to join, if even experimentally.
How is your brand integrating visuals and what has your experience been with sales lift?