Caliber took this request a step further and created “Conflict of Pinterest.” Conflict of Pinterest used social media to allow users to vote for “the most beautiful country in the world.” In a short period of time, the campaign spread throughout various forms of social media and gained more traction than even First Choice was expecting.
State of Digital published a case study covering some of the results of the Pinterest campaign.
Conflict of Pinterest is a microsite with a cleanly laid out map of the world posted on First Choice’s website. At the time of this post, the campaign is over but the webpage is still open and allows voting. Each country is clickable and allows users to vote for whatever country they think is the most beautiful. Voters either have to pin the page to their Pinterest boards, or tweet out about the campaign and qualify why they think that country is the most beautiful.
The campaign launched with a feature on Mashable to incredible results. It became the most shared item on Mashable that weekend, and remains at #35 for the year.
Within a couple of days it had thousands of tweets and hundreds of Facebook likes. According to the case study, the page ultimately resulted in over 72K interactions, including:
- 11,439 Tweets
- 6,680 Facebook likes/shares
- 1,497 interactions via StumbleUpon
- 831 pins on Pinterest
However, at the time of this writing the microsite has 230K Facebook Likes – possibly why they left it up, getting them continued exposure.
In addition to social media awareness, traffic to First Choice’s blog increased 500% in a single month and the story was covered by many major news outlets.
Despite the name of the campaign, the interactions from Pinterest were very weak compared to Facebook and Twitter. This could be simply due to a lesser number of people who actually use Pinterest, or the fact that people prefer to share posts of this nature on Twitter instead. No matter the reason, the campaign turned out to be a success for First Choice.