Pinterest Springs: Women's Month Celebration Campaign

Campaign Breakdown

1. Objective

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To celebrate the women who make up a significant portion of Pinterest’s user base, while also attracting new potential leads. Although the challenge is open to everyone, it primarily targets women due to the campaigns overarching goal. The overarching goal is to drive user engagement, increase app registrations, and strengthen brand affinity by celebrating Women’s Month.

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2. Target Audience

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Our primary target audience would be existing Pinterest users, particularly women, who would be interested in participating in the campaign for the chance to win prizes while enjoying a fun, community-driven experience.

Other than existing Pinterest users, our secondary target audience would be potential users who may not yet be registered on Pinterest but learn about the campaign through social media promotions or word-of-mouth, motivating them to create an account and participate.

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3. Strategy & Concept

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The campaign leverages a social media challenge that requires non-registered consumers to create a Pinterest profile in order to participate. By registering, they will receive a username that serves as their official entry ID. Existing Pinterest users, already equipped with a username, can enter directly.

Participants are tasked with recreating a spring-inspired outfit based on a Pinterest pin. Each entry should showcase not only their creativity but also their personal style, blending inspiration with individuality. Upon completion of the challenge, participants will be categorized by age, with one winner chosen from each group. Winners will receive a clothing voucher from a partnered clothing retailer, as well as a spa voucher from Pamper Palace, reinforcing the campaign’s focus on luxury, celebration, and self-care. Please note that the voucher from Pamper Palace will only be applicable for prize winners residing in Cape Town, South Africa.

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4. Execution

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To promote the challenge, two campaign posts (one video and one static image) have been created to explain the rules and spread awareness across social platforms. In addition, the Marketing team will produce a short video, which the software development team will integrate into the Pinterest application to appear as a homepage pop-up. This strategic placement is designed to maximize visibility and ensure that users are immediately engaged with the challenge upon accessing the platform. For reference, the video has been included in the gallery section at the bottom of this page.

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Competition Entry Steps:

1. Register on Pinterest to obtain a username (new users) or use an existing account (current users). A valid username and email were required to confirm eligibility and claim prizes.

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   2. Use the Pinterest search bar to look for “Spring-inspired outfits.”

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   3. Select an outfit (pin) as inspiration.

   4. Save the pin and recreate the outfit, adding a personal twist to reflect individual style.

   5. Create an authentic and creative reel showing both the recreated outfit and the saved Pinterest pin. Post it to           Instagram and Twitter using @Pinterest and the hashtag #PinterestSpringsWomensMonth, along with the user’s         Pinterest username.

   6. Winners from each age category will be selected based solely on creativity and effort (follower count did not             influence results). The Pinterest marketing team will then contact winners via their Pinterest accounts to    

       verify identity and distribute. The cash prizes, in the form of vouchers, will be determined after the campaign             budget has been discussed and determined.

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Winner Categories by Age:

• 14-17: The Planted Seeds

• 18–24: The Spring Starters

• 25–34: The Glow Getters

• 35–44: The Power Pearls

• 45–54: The Sunflowers

• 55–64: The Forever Fresh

• 65+: The Icons in Bloom​

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