ABOUT

To encourage deep dives into our catalog, I developed a Pinterest campaign at Threadless that ran for 4 consecutive years. We challenged the community to create a board for someone they love that contained a combination of Threadless product pins and any other pins that represented a gift they’d like to give their loved one. The winner, chosen by Threadless, would receive Threadless credit.

Creating brand engagement: In each iteration of the annual campaign, we saw hundreds of boards submitted with users digging into our catalog and pinning tons of Threadless content. Users’ evocative descriptions of their boards and pins made it clear they’d had a personal connection with the Threadless brand.

Evolving the campaign: Each year, we considered our current social strategy and reviewed results from from the previous years to to optimize the contest for the most effective results. Depending on that year’s goals, sometimes we focused more on social sharing and some years we focused more on growing the Threadless Pinterest account following.