Pinterest Case Study: Marketing with Lowes, social media

An example of a post that Lowes has repinned is from Pinterest user Laura Barnes’ board Kids, which featured a bug repellant idea for sandboxes. This idea suggested that an affordable alternative to traditional bug sprays was for parents to add cinnamon to the sand to ward off flies and mosquitoes. The post itself was originally from user Kristen B’s profile and since it was first pinned over a year ago has a total of 713 repins from other users, including Lowes.

Not Everything, Just the Kitchen Sink

Despite Pinterest having a vast amount of page categories, with a vast amount of items that can be pinned in each specific category, a company does not have to pin every single item its store sells. Businesses should highlight one or two items from its stock or something that relates to a particular event or season.

As the summer season has just started, Lowes has decided to focus on outdoor spaces and tools that can be used to build these spaces. One of the company’s  boards is "Outside Your Home", which features furniture, stone walkways and yard decorations. Despite only having 56 items pinned, the board itself has 78,415 followers. A photo of garden posts with the caption “ A Rainbow Color for Your Garden” which was re-pinned a little over a week ago already has 38 likes, two comments and 338 repins. The item itself was pinned from a source external to the Lowes page, but with the subtle rule in place suggests to visitors that they could buy items needed for this project from Lowes, such as paint and wood.

A Deal Here, A Contest There

Despite Pinterest being part of this new wave of social media marketing, there is always room for for businesses to incorporate older marketing tricks. Contests have always been a good way to reward current customers and attract new customers, which is something that can be done through Pinterest. The following is a contest that’s listed on Lowes' “It’s Time to Shine” board:

Pin for a chance to win your dream outdoor space designed by HGTV's Jamie Durie, and $5,000 in Lowe's products/services. Two steps to get started: 1. Enter at www.lowes.com/pinterestsweepstakes. 2. Re-pin five images from this board.”

Not only does this contest encourage more board traffic and re-pins and product sales, but also takes note of other interests that visitors may have, such as home design shows on HGTV.

Another way to encourage more traffic is by offering deals, but in modern, Pinterest- friendly way. One board that Lowes has is "50 Projects Under $50". While most of the items pinned are originally from other Pinterest users, Lowes shows its followers fun, budgeted projects they can do over the summer months. An example from the board is a collection of spray painted folding chairs with the caption “Even folding chairs can get a facelift. Use spray paint and make them feel better.”

Pinterest Lowes on a Budget, social media marketing

At first glance Pinterest seems to just a be site where people mindlessly post photos of items from websites and other sources, but it's more than that. It’s a community of content where people can relate to other users and find something in common with someone else. This in turn can help companies relate to their customers and customers to companies. That's an important element of today's digital marketing strategy.