At the beginning of March (this year), Diabetic Connect, one of the leading social networks for the diabetes community, hired us to run a Pinterest campaign for them. The result 21 days later?
- 24,470 pins and repins
- 12,380 unique visitors
- 264,571 page views
- 1,713 more followers on Pinterest.
How we did it
Before we started the campaign we discussed with them what type of content would do well on Pinterest. In our discussions, we determined that they had lots of good recipes on their site. They had a particular slide show with 63 low-carb recipes that they wanted to promote. So we chose that slideshow as the landing page. (Click Here To View Their Slideshow).
The next step was to create the image(s) that we would be pinning on Pinterest to draw people to their site.
We decided to go with a few shorter images so we could pin to a wider variety of boards. Here are the images we started the campaign with:
Interestingly enough, when we had Diabetic Connect upload these images to their Pinterest account they wanted to use a campaign tracking URL instead of the direct URL. Our pin count tool wasn’t tracking the number of pins for this tracking URL correctly. But we decided to go ahead with the tracking URL any way.
At the beginning of the campaign, Diabetic Connect asked us to give them an estimate of how many pins and visitors to their site that we thought we would get from this campaign. We told them 20k-30k pins and 5k-9k visits to their site. We officially started the campaign on March 8th.
Three days into the campaign we learned that Pinterest actually strips out all tracking parameters in a URL except for the part that says source=Pinterest. This was throwing off the numbers inside of Google Analytics under the Campaigns area. Based on this new information we decided to ditch the tracking URL and instead just use the direct URL of the page.
We pinned these three images with out a tracking URL for another few days and felt like we weren’t getting as much traction with them as we had done on prior campaigns. By this point we had about only 4,400 pins. This is still pretty good considering that we had only been pushing for 1 week. But we knew we could do better than this.
Whenever we do a campaign on Pinterest we always give our accounts and boards a break for a few days. You can learn more about our methodology in this post. During this resting period we decided to create a long image and see if we could get more attention for the last push of the campaign with a new longer image.
Here is the long image we used:
We uploaded this image to Diabetic Connect’s Pinterest account and added in the direct URL on Thursday, March 21st. We began repinning it with our power accounts that afternoon. This image went viral. By the time we started pinning this long image, we had only 4,862 total pins for the campaign. By the end of Thursday we had over 6,000 pins. That’s over 1,000 pins in an evening!
We knew that we were on the right track. We pinned this image strategically for the next week or so. The results were great and Diabetic Connect was super pleased. Here’s a recap of the campaign stats for this 21 day period:
20k-30k total pins
5k-9k visits to the site
Actual results (as of 4/1/2013):
13,352 visits to the site (we surpassed the estimate!)
12,380 unique visitors
264,571 page views
19.82 pages/visit (with these slide shows they normally get 10-12 pages/visit)
1,713 more followers on Pinterest (this was simply a good side effect of this type of campaign)
Important Lessons Learned
- Pushing multiple images/pins for the same campaign doesn’t work as well as focusing on one image. The fact that the smaller images didn’t do as well as the long image doesn’t mean that you can’t get as much traction with a smaller image. We’ve seen plenty of small images get tens of thousands of pins. We think it had something to do with pinning multiple images at the same time as well as editing the pin by changing the URL after we started the campaign.
- Pinterest currently strips out tracking URL parameters. So you might as well not use them. You can still track it all inside of Google Analytics.
- When trying to tally up the total pins of a page on your site you have to use the specific URL. Pinterest’s current pin count API treats each URL differently. For example, due to all the funky stuff with the tracking URLs in the beginning of the campaign, we ultimately had to track 3 different URLs (see below). Our Social Tally tool was treating the top two URLs the same. So we also used this tool to verify the pin counts.
Nelson Scoville, Reporting Analyst for Alliance Health Networks, talks about his experience with Dilly Marketing and this campaign specifically. Watch the video.
Want us to work on a Pinterest campaign for your business?
If you would like to find out how we might help you with your Pinterest marketing efforts, get in touch with us. We’ll have a friendly chat about how we might be able to help.