Pinterest Pushing New Editorial Product With First Co-Marketing Campaign
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Pinterest is rolling out its first co-marketing campaign on Monday to promote a new editorial product called Pin Picks. The social scrapbooking service has partnered with roughly 10 media companies, including eHow and Funny or Die, as well as YouTube star Michelle Phan.
Pin Picks are topic-specific collections of pins and Pinterest profiles that the company has been testing since August on its desktop and mobile sites. NFL team the Seattle Seahawks and ESPN used the product to create a program around tailgating football games. More recently, HGTV created one called “Home Hacks” to talk up DIY projects.
Now Pinterest is raising the profile of Pin Picks with a four-week campaign tied to Halloween. The company’s head of brand, David Rubin, said it chose Halloween for the campaign because “Halloween is one of the more important times in Pinterest’s year.” He said the service counts more than 176 million Halloween-related pins.
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