Ground-Breaking Pinterest Competition for Home Decor Retailer
Here's an idea you might be able to work with when you're thinking about creating customer engagement - for your next catalogue, online web content, ad promotion - whatever.

CB2, US furniture and homewares retailer Crate & Barrel's younger decor brand, has launched an online competition which brings together online and offline content creation in an engaging, fun, interactive manner.


Which social channel drives customers to your site?

As reported in the New York Times article "Home Retailer CB2 Invites Pinterest Users To Furnish Apartment" CB2 found that Pinterest is the most popular social driver to their site.

With this key information, CB2 chose five popular Pinterest designers to each decorate a room in an empty apartment, with a range of CB2 products. The room-by-room makeovers were captured online; as the designers presented a selection of choices, such as 3 or 4 lamps, users voted the winner.

So that the apartment looked more lived-in and not like a CB2 showroom the designers also incorporated "vintage, offbeat and one-of-a-kind pieces."


And then there's the doco

If the uniqueness of the competition wasn't enough of a hook, a $5,000 prize was also offered.

The campaign objectives were to drive brand awareness and build customer acquisition. The makeovers were completed as we were writing this story, with less than 2,000 Pinterest likes and 16,000 overall likes.

All the content created will be turned into a video documentary for later release though details of where and how these will be accessible is not clear. But, if CB2 is to meet its objectives, it will require great leveraging of the content to the 11+ million followers of the five designers.

You can view the trailer for the promotion and time-lapse photography of the completed rooms here  -  just follow the prompt to "Start Designing"; you can also read original NY Times article here.
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