SocialSocial MediaCapital One Opens Up 12 Days of Pinterest

Capital One Opens Up 12 Days of Pinterest

Capital One has launched a 12-day, instant-win holiday promotion that lets followers browse and buy gifts while getting closer to the brand.

Capital One has launched a 12-day, instant-win holiday promotion that lets followers browse and buy gifts while getting closer to the brand.

While enticing people to shop with Capital One partners is a no-brainer, the real of the goal is to attract followers so that the brand can build a deeper connection, according to Mike Darne, Capital One senior director of social media.

“We were looking to learn more about the platform,” Darne said. Capital One has been using Pinterest for a few months, and RGA, its digital agency, suggested the holiday tie-in. “We’re trying to figure out Pinterest and how it works, what resonates with people, what they will do on the platform and how they will engage with the brand,” he said.

The campaign, conceived by RGA, turns the Capital One profile page into a calendar with daily themes, from “the gift of comfort” to “the gift of winter escape.” Each board will include the opportunity to win instant rewards, plus an array of themed gift ideas.

The promotion features shoportunities and prizes from Capital One retail partners including Saks Fifth Avenue, Neiman-Marcus, Best Buy and Kohl’s. On the final day of the promotion, one person will win a prize valued at $4,500. Visitors also will be able to click through to partners’ retail sites to buy merchandise, as well as purchase Capital One-provided gift cards for use with the retailers.

The entire promotion was put together in three weeks, according to Darne. Because of the quick turnaround, his team was unable to push buttons, links or other information about it through Capital One’s digital channels. But the financial services company’s Facebook page now features the campaign, and Twitter will get the word out in the next week.

Capital One is using a Pinterest analytics package to do some basic tracking, but the real metric of the campaign is simply followers, Darne said. “We want to establish a following on Pinterest. Without that, we won’t be able to test content later. As we look at it, it’s first, build a following, and second, better understand what content resonates with people.”

Pinterest could hold promise, Darne thinks, for helping the Capital One brand become more than a way to buy stuff. “This provides us with opportunity to go deeper on how people think about us. We’re not just about the commercials or the statements you receive in the mail,” he said. “We want to add depth to the brand and get deeper into the things our customer care about, and provide content around that.”

Related Articles

Seeing the trees for the forest with paid social

Social & Community Seeing the trees for the forest with paid social

2m Mike O'Brien
13 epic stats and facts from The State of Social webinar

Social 13 epic stats and facts from The State of Social webinar

8m Andrew Warren-Payne
Walgreens turns to Pinterest video ads to promote "small gifting"

Campaigns Walgreens turns to Pinterest video ads to promote "small gifting"

1y Al Roberts
How Pinterest boosts its ecommerce potential

Ecommerce How Pinterest boosts its ecommerce potential

1y Tereza Litsa
How a social audit resulted in increased market share for Simon G. Jewelry

Social Media How a social audit resulted in increased market share for Simon G. Jewelry

1y Mike O'Brien
How Brompton Bicycle uses social media to spread the word about its brand

Content Marketing How Brompton Bicycle uses social media to spread the word about its brand

2y Rebecca Sentance
Why Pinterest is Gardener's Supply Company's top social channel

Ecommerce Why Pinterest is Gardener's Supply Company's top social channel

2y Mike O'Brien
How three financial service brands are killing it on Instagram and Pinterest

Actionable Analysis How three financial service brands are killing it on Instagram and Pinterest

2y Matt Owen