Exclusive Pinterest Campaign Proves Successful for Neiman Marcus

Jun 16, 2014 11:39 AM  By

Neiman Marcus recently saw its Pinterest account increase by more than 3,000 followers and web engagement increase by 32% after it launched an exclusive product interest campaign.

Recently, Neiman Marcus had seen a huge following with Pinterest and the retailer was looking for a way to reward the group of fans by providing an experience unlike any offered to its followers on other platforms.

The company decided to partner with Curalate in order to conceptualize and measure a unique campaign, in which it  made a Rebecca Minkoff handbag available only to its Pinterest followers.

Neiman Marcus created a special experience that rewarded consumers for joining it on a new social network. The campaign allowed its digital team to experiment with a brand new type of social campaign.

The idea was that before the handbag could be purchased in-store, an exclusive pre-sale was offered by Neimanmarcus.com.  The catch was that the pages hosting the pre-sale could only be accessed by clicking on a campaign-specific pin located within the Neiman Marcus Pinterest account. Users who clicked through were rewarded with first dibs on the handbag.

Giving Neiman Marcus’ Pinterest followers a first look at a new product allowed the retailer to foster a feeling of exclusivity among the group and gave them a greater incentive to follow through with the purchase.

Also, the increase in the number of Pinterest followers and increased web engagement drove a higher level of pinning activity from NeimanMarcus.com.

Neiman Marcus was able to transform a concept into a data-driven experiment with measurable results by working with Curalate. It  now has the framework for a new type of social campaign that not only rewards platform users but drives sales.