IKEA turns to Pinterest to promote Indian range
International furniture retailer IKEA has launched a new campaign on Pinterest to promote its new Indian-inspired ‘True Blue' collection.
The limited-edition ‘True Blue' range is inspired by Indian design and all products in the range are sourced from India.
Interest in the campaign, which is also using giant social network Facebook, will initially be driven by an email to members of the IKEA Family Loyalty scheme which will direct recipients to an independent micro-site (http://www.ikeatrueblue.co.uk/) .
The site showcases the products in the ‘True Blue' range and allows visitors to select their preferred shade of blue from a color wheel.
One button on the bottom right of the site directs users to a showcase of the collection on Pinterest enabling users to ‘re-pin' their favorite items on the social networking site; while a second button on the micro-site lets users share the offers via IKEA's Facebook page.
The campaign on Pinterest also reveals some of the original inspiration behind the Ikea team of designers.
Pinterest - which enables users to ‘re-pin' items, images or articles they are interested in a ‘pinboard style' - was, according to a January 2012 comScore report, the fastest ever site to break the 10 million unique visitor mark.
Other campaigns of note conducted on the site include Oscar de la Renta's live broadcast of a bridal runway shown, BCBG's ‘I Do' contest to plan a wedding on a budget of $5,000 and Shopbop's ‘Wedding Boutique Anniversary Contest'.
