Kahlua Holiday Campaign Demonstrates the Discovery Power of Pinterest
Kahlua was brand new to Pinterest but the most recent holiday campaign resulted in some long-tail success, including getting consumers to think of Kahlua in a whole new way.
When it came to holiday preparation, Pinterest became a big stress reliever. And no wonder, right? There are so many recipes and other DIY solutions available on the site. For Kahlua, this was the perfect time to run a Pinterest-based campaign and build brand awareness.
The campaign was a sweepstakes wherein followers were entered by pinning their favorite Kahlua inspired recipe. For a brand so new to Pinterest, the results were pretty astounding: 16,000 new email subscribers, 3,800 new Pinterest followers — up from 267 the previous month — and more than 10,000 contest related pins.
According to Apu Gupta, CEO and Co-Founder of Curalate, an analytics provider for visual social media, this campaign had a great long tail effect as well.
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