Social and Influencer > Social
PINLIST
DDB BRASIL, Sao Paulo / TOK&STOK / 2016
Overview
Credits
Overview
CampaignDescription
We brought the Pinterest "pin it" button to real life and placed it on hundreds of our products. If people saw something they liked, all they had to do was pin it. Just as they do online. The items went straight to their Pinterest boards.
Any one of our clients with a Pinterest account instantly became a digital showroom for our products.
Execution
The button is synched with your Pinterest account on mobile through the Pin list app. The buttons are wireless and fed by an internal battery. We used BLE (Bluetooth low energy), a low reach technology, to assure the pin never goes to the wrong mobile phone. It works even when the phone is on standby mode. 250 “Pin It” buttons and a store with monthly sales of US$ 35MM.
The real life “pin it” button is a device that can be produced in scale and used at all Tok&Stok stores.
The boards generated by our customers were shared and helped to spread the word about our products and offers.
Outcome
We turned our store into a giant Pinterest board.
During the first week, we had 1.200 Pinterest boards made by our clients, full of Tok & Stok products. And, by the way, created a new retail tool that can change the way people buy furniture.
Strategy
Our customers have two habits we don’t want to change. The habit of visiting our stores to know how our products look and feel in real life and the habit of taking their time and interacting with others in the digital environment to finally make the purchase decision. The pin list is a way to integrate the two behaviors in an innovative and easy way.
Tok&Stok is a store with accessible prices, the buyer age group is young, with 65% being under thirty. This allows for an affinity index of 265 points with Pinterest.
Synopsis
Tok & Stok is the largest furniture chain in Brazil.
Buying furniture is something that still relies on the physical experience. People actually have to go to the store to touch, look and sit on things. However, the purchase decision process often ends up in the digital environment, after they get other people’s opinions.
The brief was to integrate the physical experience of visiting the stores with the social and digital side of the purchase decision process. And we turned the buying furniture experience into a more social, interesting and easy experience.
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