Question

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Pinterest is a rapidly growing social network that allows users to “pin” pictures to their ownonline board, creating a kind of highly interactive and social online magazine or scrapbook. There are a variety of categories of boards, including gifts, animals,art, cars, and food. As one of the fastest growing sites in the history of the Web,Pinterest has quickly caught the eye of marketers in industries that lendthemselves to pictorial representation of their products. In 2012, the site had10,000 users, and now has over 150 million users in 2016.Currently, 80% of Pinterest users are women, making it an excellent marketing platform for women’s fashion and beauty retailers. One of the foremost amongthese retailers is Sephora, a beauty retailer with over 300 stores in North Americaand operations in 27 different countries around the world. Founded in Paris in1970, Sephora is a highly regarded global brand with a healthy social media presence on many platforms, including Facebook andTwitter as well as Pinterest. Sephora’s social media objectives are different ondifferent platforms, and the company values each one. But Sephora is devoting more attention than ever to itsPinterest presence because of the heightened engagement of users on thePinterest platform.Pinterest users are specifically interested in pinning items that interest them and which they might want to buy, whether they’re ready to purchase immediately orsometime in the future. For this reason, Sephora has seen a much greater engagement level from its fan base on Pinterest than on any other platform.Sephora’s Pinterest page consists of a variety of boards, many of which display different products in Sephora’s catalog, categorized by type. Boards include Makeup of the Day, Today’s Obsession, Lips, Eyes, Trending Now, Skincare IQ, Beauty How-tos, and a host of others. Not every board displays beauty productsand fashion trends – there are also lists for Quotes, Recipes, and Gifts for Him.The interactivity of the Pinterest platform is a two-way relationship for Sephora and its customers. Individual Pinterest users can pin favorite products from Sephora’s page, and Sephora can also pin photos of users trying out its products.For example, the Makeup of the Day board consists of user-submitted photosshowcasing different Sephora makeup products, submitted at Sephora.com’s message board. The company actively engages with users, encouraging them to try out different products and looks, and keeping track of which items in itscatalog are more frequently repinned. Sephora is also on the lookout for‘trendsetters’ – people whose Pinterest activity most influences other Sephorafans. Although Sephora’s Facebook audience is many times larger than its Pinterest audience (currently 15 million versus around 475,000 on Pinterest), the company reports that, at the time of the video, each Pinterest follower has fifteen times the salesimpact of one Facebook follower. For Sephora, the engagement level of the Pinterest platform and the emphasis on reaching highly interested potential customers is paying off.

1.What were some of the trends noted in the video that initially tipped Sephora off to the potential of Pinterest?

2. How did Sephora integrate Pinterest into its e-commerce presence?

3. What aspect of Pinterest does Bridget Dolan, VP of Interactive Media at Sephora, note that she finds the mostfascinating?

4.What are some of the keys to launching a successful Pinterest marketing campaign?

5. Why is Pinterest an idealmarketing platform for a company like Sephora?

6.What are some other examples of industries well suited to Pinterest marketing campaigns?

Answer 1

Answer:-

1) Two of the patterns that were called attention to in the video are the sock bun and the nail craftsmanship.

2) Sephora added a Pin catch to their item pages and furthermore on the Glossy substance area. Additionally since everybody utilizes portable they made a point to remember it for their versatile applications.

3) Bridget talked about how their company isn't just moving to their customers, yet how their customers rouse them with all the various looks that they make and offer.

4) Have photographs of good quality with the goal that they can be seen, use connections, watchwords and make a point to be dynamic on Pinterest.

5) Because pinners are in a shopping mentality. Furthermore, with the photos of their items, "pinners" can stick the things they need to purchase later as an update.

6) Retailer just as nourishment industries. At the point when individuals can outwardly observe the item, they are more than liable to need to get it.

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