Many of them are testing engagement and contests.

But, what Kotex has done is launch one of the largest, organized Pinterest marketing efforts we have seen and the first we have seen that was managed by an agency (Smoyz, an Israeli creative advertising agency).

Plus, it is just a really cool campaign.

What They Did

Kotex identified 50 women who were active on Pinterest. They researched what they pinned and how they expressed themselves and then sent them a box of gifts that were customized to their taste.

It was essentially a creative influencer outreach campaign that used Pinterest as it’s launch pad. Clearly Kotex targets women as their customers. Pinterest makes a lot of sense for this campaign since it has such high percentage of women users and has so much growing media and user attention right now.

Kotex used repins opt-in the Pinterest users into the campaign. And the women who received the gifts posted about them on Pinterest, Facebook, Twitter and Instagram.

They sent out 50 total gift boxes, and saw over 2,000 interactions that created close to 695,000 impressions. What do those numbers mean? Not sure. But I suspect Kotex created some pretty happy fans with this campaign. And hey, we’re writing about it.

by Jason Keath