Pinterest: Advertising PINTEREST WIN

CASE STUDY: Jetsetter's Cure for Wanderlust About Jetsetter

About Jetsetter

Jetsetter is travel site that was launched in 2009. Its focus is to provide insider deals on luxury hotels, resorts, activities, and more worldwide. Its other function is to inspire people. By viewing beautiful pictures of exotic destinations and accommodations, Jetsetter's aim is to get people motivated to take that trip of a lifetime.

Becoming Part of the Jetset

From April 22nd- May 6th pinboard'".14 , 2012, Jetsetter challenged its users to make "'the ultimate destination following travel styles: 'adventure', 'cosmopolitan', 'escape', and 'style'.

They became 'Jetsetter curators' and were asked to focus their boards on one of the "For their boards to be eligible to win they were required to hashtag #JetsetterCurator and have Jetsetter Curator in their board name."

The best board in each category was chosen by the Jetsetter editorial staff and a high-profile judging panel. Each category winner "won a three-night stay at a Jetsetter destination pertaining to that category the escape winner won a trip to Turks and Caicos, cosmopolitan to Miami, style to Los Angeles and adventure to Belize. The most followed Jetsetter Curator board won its owner $1,000 in Jetsetter credit, a reward that incentivized pinners to share their boards and pins with friends.

Jetsetter's Winning Numbers

The winners of this Pinterest contest were not the only ones that came out on top. In fact, it could be argued that Jetsetter itself was the biggest winner, at least by digital marketing standards. The numbers that emerged during the Pinterest campaign tell the Jetsetter success story:

How the Jetsetter Website Benefited

Referral traffic from Pinterest to Jetsetter.com: up 100%

Jetsetter.com page views: up 150% Jetsetter.com bounce rate: down 10 to 15%

How Jetsetter's Pinterest Benefited

1100 pinners entered the contest: 50,000 images pinned (increasing Jetsetter's reach)

Jetsetter's Pinterest followers: 3300 new followers18

QUESTIONS .

1. What do you think Jetsetter's initial goals were for 'the ultimate destination pinboard' campaign?

2. Did Jetsetter achieve its goals? Explain.

3. How else could Jetsetter have used Pinterest effectively as a way to achieve those same goals? Spend time online looking at other successful Pinterest-based campaigns first. Then, describe a different campaign that Jetsetter could have launched. Present this campaign to another pair of students and get their feedback. Make any modifications necessary to your description and then present it to the rest of the class and your instructor.