ASIA-PACIFIC – SINGAPORE, JUNE : Grey Singapore and Yolk has developed a new campaign leveraging latest social media portal Pinterest for Singapore’s department store Metro.
In conjunction with Metro’s Great Singapore Sale, a social media led, competition-based campaign was created. Launched via Facebook and then Twitter, the third phase run on Pinterest launched June 8.
Following the tagline Grey Singapore created for Metro, ‘Whatever Your Mood’, the Pinterest promotion variation is “I’m in a queen of the re-pins kind of mood.” The competition will urge fans to re-pin pictures from the Metro pin-board to go in the draw to win that product.
Metro is the first department store in Singapore to implement a Pinterest page and Benjamin Tan, chief executive officer, Yolk, commented that he was happy to work with a brand willing to adopt all forms of social media.
“Pinterest being such a visual platform is a great way for brands to showcase their product in a way that connects with their audience and doesn’t feel like ‘advertising’, said Tan.
The first two phases of the campaign has increased the store’s fan base significantly through using simple competition mechanics, and attractive prizes for fans. We are sure the Pinterest campaign will only strengthen that fan base.
The Great Singapore Sale campaign for Metro started on May 25 and will run until June 24 this year.
