Pin-ups: Kotex courts Pinterest influencers

Israel – Creative agency Smoyz has created a Pinterest campaign for women’s health company Kotex that used influential women on the curation network site to generate conversation about the brand.

Smoyz targeted 50 influential female Pinterest users, and delivered customised gift boxes to them. The boxes were filled with Kotex products and items that related to what the individual users pin to their profiles. The Pinterest users then pinned pictures of the products they had received to their profiles, resulting in 700,000 total impressions, according to Smoyz.

This is a simple and timely campaign for the emerging social network, as curators on Pinterest become increasingly influential. For more on how curation is becoming as important as creation to a new wave of consumers, read our Netstalgia macrotrend.