Harnessing the Power of Pinterest—Four Seasons’ #PinPackGo

The ever-changing social media landscape keeps all marketers on their toes. As these shifts take place, brands must be bold and nimble to ensure a successful digital campaign or program.

 Pinterest is home to some of the Internet's most stunning images and clever DIY hacks, but that’s not all. This social platform is becoming the go-to place to plan travel, learn about tech, find workout inspiration and bookmark aspirational luxuries.

 Here are six best practices to keep in mind based on what’s currently hot and trending on Pinterest:

 1.       Create vertical images to maximize your real estate (735 px x 1102 px with a resolution of 72 DPI is optimal)

2.       Monitor the most popular pins in your category to keep track of who is interacting with your content

3.       Predominantly blue images tend to perform the best for the travel category

4.       Create boards with keywords in your title to show up in the newly announced Guided Search

5.       Utilize Place Pins to give a pin a physical address that you and other users can find on a map, like this Gastronomic Travel board

6.       Consider Rich Pins to help categorize pins with auto-generated captions into verticals for movies, recipes, articles, products and places

 Zeno client Four Seasons Hotels and Resorts took note that pinners were using this social channel to plan upcoming vacations. This combined with the knowledge that guests rely on Four Seasons concierges’ insider knowledge when exploring a destination, led to the creation of an all-new global concierge service, Pin.Pack.Go – a customized Pinterest trip planning service offered across all 81 Four Seasons property pages around the world, and an industry first.

How Pin.Pack.Go works:

• Create a Pin.Pack.Go board on Pinterest.
• Leave a comment on the Pin.Pack.Go pin indicating which Four Seasons you’ll be visiting.
• The Four Seasons hotel you specify will follow you on Pinterest. Follow back and invite the hotel to pin as a collaborator on your board.
• The Hotel’s local experts will pin recommendations filled with insider knowledge and hidden gems.
• Pack and Go!

 The story was broken through an exclusive in LA Timesand has been a resounding success. Pinterest took note of the innovative program and invited the brand to be their exclusive hotel partner to launch their hot new Place Pins product that rolled out in November 2013. Since then, Four Seasons has been invited as a beta tester for Promoted Pins and was featured as a successful case study on the Pinterest blog.