For many, spring is the time to add fresh décor to their homes. From striped throw pillows to vases of flowers to bright paint colors, the season evokes renewal. Since many people get decorating ideas from Pinterest, mRELEVANCE thought it would be fun to develop a social media campaign for Keystone Custom Homes based on home décor.
The “Decorate Our Model Home for Spring” Pinterest campaign ran from April 7 to May 7, 2014 and encouraged participants to build Pinterest boards with seasonal decorating ideas. The campaign featured bold graphics with springy colors and creative blog posts, news releases and social media management that worked to spread the word about the opportunity.
To encourage participants, the grand prize was a $250 Pottery Barn gift card. The rules consisted of creating a board named “Decorate Keystone’s Model Home for Spring,” re-pinning as least 10 images, using the hashtag #DecorateKCHHomeForSpring on each pin and posting the link to the board on Keystone’s Facebook page.
At the end of the contest, 11 people had entered and posted their boards on Facebook. This step was important to raise interaction on the builder’s Facebook page, one of the overall goals of the campaign. Keystone Custom Homes commented on the boards on Facebook, and its followers were able to easily view the boards to see the season’s hottest decorating trends.
To encourage even more engagement, mRELEVANCE built an app on Facebook for users to vote for the overall contest winner from the top two Pinterest boards. Keystone’s Facebook followers were able to vote for their favorite board for a chance to win a $50 Pottery Barn gift certificate. Along with getting followers to take an action, the heated competition caused the creators of the top two boards to post on Keystone’s page and share posts to get their friends to vote for them. The voting app was also beneficial to Keystone Custom Homes in another way. As a total of 50 people voted, they shared their names and email addresses with the builder for future marketing efforts.
After the overall “Decorate Our Model Home for Spring” winner and randomly selected winning voter were announced on Facebook, it was time to analyze the results. Keystone Custom Homes gained 353 Facebook likes, 22 Pinterest followers, 93 Pinterest likes and 278 liked the contest board on Pinterest.
By running a campaign that was timely and relative to its audience, Keystone Custom Homes was able to effectively reach its social media followers, spread its brand and gain a high level of interaction.