An Israeli agency by the name of Smoyz has managed to devise a very creative viral online campaign for Kotex. By using the evolving social platform known as Pinterest, the company created 'Women’s Inspiration Day' focused on forwarding the interests of the modern female.
Pinterest has a following of predominantly females and allows anyone to openly and freely express their style and design taste. For this reason, it was an optimum platform for Kotex to use, targeting women through its pin boards. Kotex scourged Pinterest boards and found 50 women who they surprised with a box full of gifts based on items they had pinned to their personal boards. All they had to do to receive the gifts, was to re-pin the Kotex gift box.
The women were definitely in for a shocker when they received their box full of goodies. Almost all the chosen ladies pinned about the gifts they received, as well as sharing their excitement on Twitter and Facebook.
Gift-Giving Pinterest Campaigns
Kotex Delivers Gifts to Pinners for 'Women's Inspiration Day
Trend Themes
1. Viral Gift-giving Campaigns - Utilizing social platforms like Pinterest to surprise and delight consumers with personalized gifts based on their interests and preferences.
2. Targeted Marketing on Pinterest - Leveraging the predominantly female user base on Pinterest to reach and engage with women through personalized content and promotions.
3. Social Media Buzz Generation - Creating excitement and engagement through surprise and delight tactics, encouraging consumers to share their experiences and amplify brand awareness on social media.
Industry Implications
1. Gift and Subscription Box Services - Disruptive innovation opportunity: Using data mining and personalization to curate unique gift boxes based on individual preferences.
2. Digital Marketing and Advertising - Disruptive innovation opportunity: Leveraging social media platforms to create personalized and targeted marketing campaigns that drive brand engagement and customer acquisition.
3. Social Media Listening and Analytics - Disruptive innovation opportunity: Developing advanced algorithms and AI tools to analyze social media data and identify consumer preferences and trends for targeted marketing and product development.