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An Inside Look at ABC Family’s Pinterest Strategy

3e9fdf49e6e407fad138219b2b5c24b7Last week, AdAge reported that Pinterest has “more than a dozen marketers set to run campaigns with three- to six-month commitments, including Kraft, General Mills, Ziploc, Nestle, Lululemon,Gap, ABC Family and Expedia.”

Many have wondered aloud how and when Pinterest would begin to monetize. For social TV marketers, there are even more questions; mainly, how to use the platform to engage audiences when Facebook, Twitter, and Tumblr can seemingly reach an engaged audience more quickly.

Among the committed brands set to run campaigns with Pinterest, ABC Family stood out as the only TV network.

“We’ll be experimenting with several different kinds of pins ranging from photo-based images to text-based images, given the popularity of inspiring quotes on the platform, and we’ll be targeting our pins across several different categories,” Danielle Mullin, Vice President of Marketing for ABC Family told Lost Remote. “Overall, our strategy is to test and learn, with the goal of providing Pinterest users with new ways to engage with our brand in a way that is seamless to the organic experience they cherish.”

On Twitter, ‘Pretty Little Liars’ is the most-tweeted about scripted series on TV and the show now accounts for three of the top five most-tweeted telecasts on record. On Pinterest, the show has 104,000 followers and is the #1 scripted show on the social network.  According to Mullin, ‘Pretty Little Liars’ Pinterest strategy includes “pinning style recaps featuring the fashion from the show, in addition to content such as red carpet photos, behind-the-scenes photos & sneak peek content.  We also live pin during each new episode to ensure we’re delivering moment-by-moment details around Aria’s shoes or the latest cute couple.”

Mullin also discussed with Lost Remote how ABC Family has used Pinterest to engage audiences in the past, and how it plans to use Pinterest’s paid solutions moving forward:

Lost Remote: How have you used Pinterest to engage the ABC Family audience thus far?

Danielle Mullin: Pinterest has been a great organic platform for ABC Family, particularly around shows such as Pretty Little Liars and branded holiday stunts such as 25 Days of Christmas.  The Pinterest format allows us to create individual pin boards around specific aspects of each show, allowing fans to dive deeper and get more information on the aspects of our shows they are most interested in.

LR: What are some examples of the success you’ve had using Pinterest?

Mullin: With 104,000 followers, Pretty Little Liars is the #1 scripted show on Pinterest.  Our strategy includes pinning style recaps featuring the fashion from the show, in addition to content such as red carpet photos, behind-the-scenes photos & sneak peek content.  We also live pin during each new episode to ensure we’re delivering moment-by-moment details around Aria’s shoes or the latest cute couple.  On our 25 Days of Christmas boards, we’re able to feature holiday-themed recipes and crafts, giving viewers more ways to interact with the most popular holiday event on television.

LR: What does the three-to-six month commitment entail? Can you give us a preview of what types of campaigns you’ll be running?

Mullin: Pinterest just announced that ABC Family will be one of their partners for a beta test around the new promoted pins product.  Over the next several months, we’ll be running promoted pins to build awareness & drive engagement around our new original series premiering this summer—Chasing Life, Young & Hungry and Mystery Girls.  In addition, we’ll be testing the product with returning hit series such as Pretty Little Liars, The Fosters and Switched at Birth.  We’ll be experimenting with several different kinds of pins ranging from photo-based images to text-based images, given the popularity of inspiring quotes on the platform, and we’ll be targeting our pins across several different categories.  Overall, our strategy is to test and learn, with the goal of providing Pinterest users with new ways to engage with our brand in a way that is seamless to the organic experience they cherish.

LR: What is Pinterest’s place in ABC Family’s overall social strategy—especially compared to Facebook, Twitter, and Tumblr?

Mullin: We see Pinterest as unique in the social space in that it’s not about winning.  Pinterest is about your dreams, your passions and what inspires you.  And there’s a very intriguing emotional component to the act of pinning—you feel engaged & hopeful, calm & yet energized at the same time.  At ABC Family, the stories we tell are about the important relationships that define your life and those key moments that shape who you are.  Our viewers connect with our content because it resonates emotionally with what they are experiencing in their own lives—it’s relatable, bright and exciting.  When you look at our two brands side-by-side, there’s a very compelling fit.

LR: Anything else?

Mullin: Social media platforms provide us with an incredible toolbox that allows us to take a great piece of content and spread it to the masses in a way that can be much more impactful than straight advertising.  Yet while we are talking to the masses, we are simultaneously building one-on-one relationships with our fans by engaging with them in a personal way around subjects that interest them.  Pinterest in particular gives us a way to super-serve our fans with more content around their favorite topics, and offers an entirely new range of creative options which we are currently developing.  Imagine boards like Black Glove Fashion or Piggy Cupcakes tied to Pretty Little Liars, Grilled Cheese Sandwiches tied to our new comedy, Young & Hungry—or even Brightest Outdoor Light Displays or Homemade Holiday Treats for 25 Days of Christmas. The possibilities are endless and we’re excited to continue to build out our organic & paid strategy on the platform.

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