Sloane Berrent sent me this news on the latest campaign from beauty brand Elizabeth Arden that combines cause marketing with Pinterest. I was struck by how easy it is to execute a cause marketing promotion on Pinterest – and that Elizabeth Arden was a darn good teacher.
This is how it works:
Step 1: Recruit a Company Partner
Yeah, this is the hard part for most nonprofits, but not for Look Good Feel Better, which teaches beauty techniques to cancer patients that have appearance-related side effects from their cancer treatments. They were lucky to find Elizabeth Arden – or maybe EA found them. Whatever the case, once you have a partner that is willing to commit cash or product to a promotion (Elizabeth Alden is donating up to 10,000 eyeliners) you move next to creating the program on Pinterest.
Step 2: Create a Board, Pick a Hashtag
On Elizabeth Arden’s Pinterest page they created a board called #PinItToGiveIt and uploaded a bunch of relevant images.… Keep reading