Are repins on Pinterest worth $10? Swiss chocolatier Lindt thinks so. The brand is celebrating the 60th birthday of its signature Gold Bunny this Spring with a Pinterest campaign that also raises money for autism awareness organization Autism Speaks.
The campaign could be a first for cause marketing on the burgeoning social platform. In order to drive interest and reach its $10,000 goal, Lindt has harnessed a network of mommy bloggers with products and giveaways.
To participate in the Pinterest campaign, users visit Lindt’s #Pin4Autism board – loaded with photos of chocolate bunnies and pastel colored eggs – to and select and repin an Easter image.
“The Pinterest component takes full advantage of the medium to showcase Lindt products and brands the campaign on each image nicely,” noted a March 19 post on Cause Marketing Forum, which promotes corporate and nonprofit alliances. The site suggested this is the first cause marketing campaign the organization had seen on the social network.
In a blog post on March 8 Lindt initially offered a $1 donation for each pin. However, in an update on April 3, Lindt said it was increasing the donation to $10 per repin.
Pinterest attracts a female-centric audience, so Lindt reached out to mommy bloggers like Mom Buzz and Making Time for Mommy to promote the effort. Mom Buzz blogger Erin Tales said Lindt created a Hoppy Easter Basket giveaway to help spread the word. “I know the majority of you are as Pinterest-obsessed as I am so why not raise money for a good cause while doing something that you enjoy?” she wrote.
For each user who recreates one of Lindt’s Easter projects and emails an image with the subject line “#Pin4Autism Donation,” Lindt will donate $25. Lindt will also donate $0.10 for each purchase of a chocolate Gold Bunny, $1 for every e-card sent and $2 for every purchase of a pre-filled Easter basket.
As of two weeks ago, the candy maker had raised $2,500. And, as of Friday, Lindt’s #Pin4Autism Pinterest page had 1,405 followers.
In March, Lindt auctioned actual gold bunny figurines signed by celebrities on eBay to promote the Autism Speaks cause.