Israeli agency Smoyz claims to have created the world’s first Pinterest-based campaign. For its client Kotex, the agency identified 50 women who they felt were “inspiring,” studied their pins and identified what inspired the 50 women. The agency then physically created personalized items based on the women’s pinned items. To receive the item, the women repinned the agency’s creation and the agency sent the item, along with some Kotex product naturally, to the women.
Naturally all manner of posts, pins, likes, plusses and tweets ensued. In the case estudy video, which you can view below, the agency says the 50 women generated 2,284 interactions and 694,853 impressions.
It’s an intriguing use of what’s becoming known as the “interest graph,” a sort of interest-based version of the social graph. No doubt we will see more of this campaign type as interest in Pinterest and other interest graph-focused services spikes.
