Beauty brand Nars is looking to drum up a little social media interest in its latest campaign by partnering with social media giant Pinterest. Collaborating with East Coast, fashion-saavy Pinterest users Danae Vokolos, Caitlin Cawley and Bekka Palmer, look for Nars to start offering exclusive access to its new line. Chosen specifically for its Pinterest popularity via Nars related ‘pins’ and analytical tools, it has made the ingenious decision to encourage users to pin for their own accounts, rather than ‘pinning’ as a guest. What a great way to showcase and take advantage of the already large following for the above women!
The three woman have created Pinterest boards that coincide with the color choices of Nars‘ new Satin Lip Pencil collection – red, pink and nude. Instead of pummelling Pinterest users with heavy Nars advertising, it is encouraging users to ‘pin’ the images that inspire them, in relation to the collection! Does a great red show spark your interest? Or perhaps a sheek nude clutch? Pin it and see how it compliments the new Satin Lip Pencil collection! It’s a great way to incorporate fans of the brand into advertising!
Furthermore, Nars is offering Pinterest users the first opportunity to buy the Satin Lip Pencil collection, simply by clicking their favorite product!
Nars is not blind to the positive affect social media has on advertising and is definitely using this means of advertising to the greatest benefit. Heather Park, director of digital media for Nars Cosmetics, says Pinterest is one of the top 10 referrers to the Nars Cosmetic website and that is mainly through Pinterest accounts other than its own.
“It didn’t make sense to have our partners guest pin [for our account],” states Park. “Why would we bring them away from their audience[s]?”
Via Mashable
