B2B & B2C
PINTEREST RELAUNCH
Artesian Tan visited the DMC (Digital Marketing Clinic) on Baldwin Wallace's campus to gain a refresher on their social media strategies. A group of digital marketing majors and I were assigned to Artesian Tan to tackle this project. My focus was on Pinterest, while the other group members worked simultaneously on the other social media platforms. The main goals of this project concerning Pinterest were to increase awareness and define whether there was room for growth on the platform.
goal of relaunch
The importance of this project was due to the typical low Q4 sales for tanning and other seasonal beauty companies. Pinterest is also a vital platform for the health and beauty industry because of the high level of female users. It also aids in the sale of products through the platform as well. As you can see in the key findings from my research, 83% of users have made purchases because of brand content. Artesian Tan was
the strategy
01. research
I researched Pinterest best practices and target audience engagement with the platform. I then put together a plan based on this research to update the image of the brand to coincide with the trends of their target audience for the platform.
02. reevaluate
I then reevaluated the old posts and organized them based on a recommended action. This evaluation was also outlined in my research document to ensure future marketers understood my method.
03. renew
The goal was not to delete all previous posts but rather to thoroughly cleanse the platform of broken and outdated posts. this step in the strategy would allow for older posts to be updated and still utilized on the platform.
04. resolve
I pitched this idea to the owner of Artesian Tan to request access to the application of this strategy. After gaining approval from the client, I moved on to post creation and building out her post schedule for Pinterest. I then began scheduling posts through Pinterest's scheduling function.
new branding approach
When approaching this strategy, I wanted to make sure there was a key shift in Artesian Tan's branding through social media. A good portion of their content was outdated based on societal shifts. I wanted to ensure Artesian Tan did not fall behind on its image in the industry.
The tanning industry has been extremely exclusive for years with the notorious skinny body and bleached-haired models. Spray tanning specifically also has a bad reputation for causing orange and "fake" looking tans. To step out of this mold, I designed the new posts to be centered around the inclusivity of body types as well as an organic, natural look to all tans.
pinterest posts
my responsibilities
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Research Pinterest best practices to create a guide for future posting
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Edit and revamp Artesian Tan's Pinterest account
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Maintain Pinterest account posting and scheduling throughout the rest of the internship
I was an account specialist for BW's Digital Marketing Clinic and a part of the group in charge of Artesian Tan's digital marketing needs. I was solely in charge of Artesian Tan's Pinterest and completed all research, client communications, and project completion for Artesian Tan.
the results
335%
impressions
615%
total audience
145%
engagement
226%
engaged audience
I successfully increased Artesian Tan's Pinterest account from 11k monthly viewers to 168.7k in a few weeks. I also achieved a new look and voice for the brand for this platform. Belinda informed me this also improved site visits and an increase in sales during their slow season due to the Pinterest improvements.
Several posts received over 2k impressions and 1-2 posts received over 10k impressions.
Created a new page called "Self-Love" where Artesian Tan celebrates everyone's body in an attempt to step out of the exclusive identity the tanning industry has.
programs used
