Social Media Case Studies, Social Image of the Week

Elizabeth Arden Brings Back Successful “Pin It To Give It” Campaign

badge image of the week 150x150 Elizabeth Arden Brings Back Successful “Pin It To Give It” CampaignAsk any Pinterest enthusiast and they’ll tell you just how easy it is to dole out a re-pin. The tricky part? Curating content that stands out in a sea of pins and inspires Pinterest users to engage with it.

ElizabethArden1 Elizabeth Arden Brings Back Successful “Pin It To Give It” Campaign

In a creative, yet worthwhile approach, Elizabeth Arden is breaking through the Pinterest clutter by inspiring its audience to support a meaningful cause. For the second year in a row, the company is hosting the Pin It To Give It campaign, which encourages Pinterest users to re-pin content from its #PinItToGiveIt board. For every re-pin from the board that uses the dedicated hashtag, Elizabeth Arden will donate one lipstick to Look Good Feel Better, a public service program dedicated to improving the self-esteem and quality of life of women undergoing cancer treatment. In total, Elizabeth Arden has committed to donating up to 10,000 lipsticks.

ElizabethArden2 Elizabeth Arden Brings Back Successful “Pin It To Give It” Campaign

This campaign follows a successful 2012 Pin It To Give It, where the company secured over 7,000 re-pins, resulting in the donation of over 7,000 eyeliners to Look Good Feel Better women undergoing cancer treatment.

Interestingly, Elizabeth Arden has been a supporter of Look Good Feel Better since the program’s inception in 1988. Turning to social media and Pinterest especially seems strategic as a forum for taking their support to the next level while raising awareness for Look Good Feel Better. Sure, the company could just donate 10,000 lipsticks, but asking consumers to participate shines a brighter spotlight on the charity. It also rallies the Pinterest community around how a simple gesture, like a new lipstick can help a woman going through cancer treatment feel better about herself.

ElizabethArden3 Elizabeth Arden Brings Back Successful “Pin It To Give It” Campaign

The #PinItToGiveIt board currently has more than 3,800 followers on Pinterest and is being cross-promoted across Elizabeth Arden’s social media channels including Facebook, and Twitter. The #PinItToGiveIt board from Pinterest has clearly been extended from the year before when eyeliner was the focal point to tap into last year’s participants, so hopefully re-pins from the previous year’s pins will also be counted. For 2013, the board has been updated to include images of lipstick, women, motivational quotes, and more. If anything, there seems to be an opportunity to re-purpose content from the brand’s other channels, such as Instagram, to further supplement the pin-able content.  Then again, this initiative was just launched on October 8th, so that’s probably in the works.

If you’re interested in participating in this campaign, visit: http://www.pinterest.com/elizabetharden/pinittogiveit/

  • http://sproutsocial.com/features/social-media-engagement Sarah @ Sprout Social

    I think this idea is great. They clearly have the appropriate channel with Pinterest’s high percentage of women users. And such a smart move to ask people to spread the word by pinning instead of just donating the lipsticks alone. However, it does slightly remind me of those Facebook campaigns that ask you to like/share to donate. Maybe a little crass, but it is a charity benefitting as well.

    • Sarah Bauer

      I agree, Sarah. Pinterest is the ideal channel for a makeup company to engage and promote a charity campaign, though the user activity it encourages is less than inspiring. But that’s a whole other conversation!

  • http://rhogroupee.com/ Rosemary ONeill

    I love that they’re trying to do something for a worthy cause! But I’m wondering if this is OK according to Pinterest Brand Guidelines (i.e., not making people re-pin from your selection of pins)…or maybe Pinterest overlooks that when it’s tied to a charitable effort?

  • http://www.mybusinesscentral.com.au/ Mybusinesscentral

    I am always interested in this subject. Pinterest is one of the best and effective to promote business.The post provided by you will be very helpful.I would like to thank you for sharing this post.Will bookmark it.