🟨 Marshalls: The Laziest Way To Sell More This Holiday
Psst… This playbook works like magic
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Every other Wednesday, I share a Marketing Campaign example to help you get fresh ideas and actionable insights to sell more and grow your business.
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Marshalls is a retail store where the merchandise changes every day. You never know what you'll find, no two trips are exactly the same. Marshalls wants to change how people see its stores. They believed if you walk in with an open mind, who knows what surprises you’ll find!
Just like Marshalls, Pinterest is where people go to be inspired and discover new things they never knew they loved. So, Marshalls thought, why not combine the best of both worlds? And that’s how Pin Pals was created.
The retail store worked with influencers to browse through Pinterest pages, unsuspecting people who had pinned Marshalls products received surprise gift boxes which were curated based on the items that were pinned on their boards.
Top YouTube influencers in home, fashion, and beauty also shared videos of the surprise moments with their Pin Pals. A Pin Pals Pinterest board displayed all the items curated by the influencers. All you had to do was pin one of the photos for a chance to become the next Pin Pal. This led to hundreds of surprise boxes popping up on doorsteps all over the country.
ICYMI - I Spent My Last 4k On Chickwizz
Pin Pals is an example of a Social Media Marketing Campaign.
The Pin Pals campaign was a huge success, generating over 475 million impressions across earned, owned, and social channels. It created a massive buzz for the new Marshall Surprise platform.
On social media, the campaign racked up over 420,000 engagements. On Pinterest, Pin Pals delivered twice the usual engagement rate compared to the average Marshalls content on the platform.
🍉 Action Points
Leverage the element of surprise - Build anticipation by adding an element of surprise to your marketing. Whether it's through unexpected promotions, limited-time offers, or exclusive product drops, keeping your audience guessing can make the experience feel fresh and exciting.
Know where your audience gets inspired - Go to where your audience finds inspiration. Find the platforms or communities where they spend their time dreaming and planning. By showing up in those spaces with engaging content, you can tap into that inspiration and turn it into a memorable brand experience.
Personalized customer engagement - By sending surprise gift boxes based on Pinterest boards, Marshalls made customers feel personally seen and valued. It was a personalized shopping experience without the customer needing to actually make a purchase.
🗂 More Stuff on Social Media Marketing Campaigns
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