SOCIAL MEDIA CAMPAIGNS
While I've been a part of many strategy sessions and marketing calls surrounding social media campaigns, and delivered what feels like a crap-ton of social media assets to support share-of-voice for most of my clients, the example below is my favorite social media campaign to date.
VISIT FLORIDA: PINTEREST ROAD TRIP IDEAS
In 2015, Visit Florida approached our team with a great problem to solve: Too much money to spend before the end of their fiscal year.
Our team sprang into action, crafting and creating an entire Pinterest-only campaign based around different, educational road trips to take around the state. Each board was designed to house a variety of experiences around Florida, and detailed pins were created to cover content geared toward various grade levels and interests to keep kids engaged with learning through the summer.
THE DETAILS
We started by creating a categorization system that would organize the pins into 5 tracks, supported by individual designs that allowed for quick execution of design and recognition when scanning through the boards:
The Nature Lover | The Creative Spirit | The Adventurer
The Science Fan | The Young Historian
Each pin contained very specific information, and was vetted by an educator to make sure the grade levels were accurate and the content was correct.
THE RESULTS
During the six-week planning and delivery phase, we developed 10 boards, each with a focus on a specific topic of interest, and containing 7-10 pins each.
We launched with 92 total pins, each covering an array of experiences in Florida, each containing content that's relevant to the interest topic and delightful to collect and share.
The boards launched at the end of June 2015. By July 2015, the boards had garnered over 5K followers. and today, October 2021, the follower count is up to 187.83K followers, with an average of 18.78 followers per board.
SEE THEM FOR YOURSELF!
Click or tap on an image below to head over to the corresponding Pinterest board.