Pinterest Pushing New Editorial Product With First Co-Marketing Campaign

In an effort to continue the relationship it has with media companies, the social scrapbooking service Pinterest is launching its first co-marketing campaign to promote a new editorial product.  The product is called Pin Picks and Pinterest has partnered with 10 media companies such as eHow, Funny or Die, and YouTube star Michelle Phan to roll out the project.  This campaign is an effort for Pinterest to recruit and show use cases for audiences not on Pinterest today.  In addition to the Pinterest collections, Pinterest and its media partners have created a series of how-to videos for the campaign.  The how-to videos will be distributed on YouTube via its channel.

Pin Picks are topic-specific collections of pins and pinterest profiles that the company has been testing since August.  NFL team the Seattle Seahawks and ESPN used the product to create a program around tailgating football games as part of the test.  Launched today, Pinterest is activating the campaign around Halloween.  The campaign will have four week-long themes: horror, villains and superheroes, humor, and last-minute ideas. The 10 partners are set to curate a pin board around one of the themes.

David Rubin, Pinterest's head of brand, said "What we're finding is not only that the content [media companies] create is helpful to us, but Pinterest has grown into being a place where we're driving lots of traffic and interest back to them. BuzzFeed has said that Pinterest is now its second-biggest traffic driver behind Facebook."


Source: Adage (http://adage.com/article/digital/pinterest-touts-editorial-product-funny-die-ehow/295282/)