I received the below email yesterday from LaurenMerkin.com, announcing a Pinterest sweepstakes. I’ve seen a number of brands conduct Pinterest sweepstakes/contests, and this stood out to me in a positive way as one of the cleaner and easier implementations for users to understand what is required of them. I particularly liked the way they broke it down into simple steps/directions for users to follow. All too often, I’ve seen brands include paragraphs of text, where users really need to focus and digest the instructions. Lauren Merkin made it clear and straightforward as to what is required to enter.
My main suggestion to improve this communication would be to add a prominent call-to-action, like a “go now” or “enter now” button that links to their Pinterest page. Currently if you click the image, it does link there, but this isn’t readily apparent.
When I searched Pinterest for #LMWishlist, nothing came up. This seemed strange to me because I would expect that they’d seed content themselves. Perhaps there is a delay on Pinterest before search results for hashtags appear. When I search for “Lauren Merkin”, I do see a handful of entrants, but the hashtag is noted in the comments instead of the description so it’s not clickable. According to articles on Oh So Pinteresting and Hashtracking, hashtags are only searchable and linkable when they are in the Pin description (not the board or account description). I am unclear on what happens if users include a hashtag in the comments section but this may be the problem. (ex. See sparkly bag in 3rd column below):
Lauren Merkin’s account does pin quite a bit (1,000+ pins) and have adorable cover photos for each of their boards, but it looks like their Pinterest offering is in its infancy (under 200 followers). I am under the impression that this promotion is an attempt to spark growth in their # of followers. This is likely important for them during the holiday season since it’s so widely reported that Pinterest is effective as a channel for retailers to generate sales. I’ll be curious to check in a few weeks and see how effective this was for them in terms of new follower growth.