Dive Brief:
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Crate & Barrel’s home goods chain CB2 is having Pinterest users decorate a New York apartment in a campaign it’s calling APT CB2.
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On May 7, designers with Pinterest accounts chosen by the retailer will pick a few items that will be voted on by the larger Pinterest community using the Pinterest heart icon. A lively trailer clearly describes the campaign and invites users to join in.
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Pinterest provides more visitors to CB2’s website than any other social media site. The APT CB2 campaign will cost $1 million, compared to the $140,000 that CB2 spent on all advertising in 2013, according to advertising monitor Kantar Media.
Dive Insight:
Tapping the expertise that can be found on the social media site Pinterest is a brilliant way to engage users and drum up attention -- and probably new customers. Similar to Target’s use of popular Pinterest users to design some of its products, CB2’s APT CB2 campaign harnesses the enthusiasm for design that Pinterest users display every day in a very fun, and possibly lucrative way.
