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Pinterest has come from nowhere to become one of the biggest social networks in the US, though its popularity in the UK has so far failed to live up to the hype.

Even so, brands can't afford to ignore it, as anecdotal evidence suggests that Pinterest drives more sales than Facebook.

We've previously looked at some ways to use Pinterest as a brand, and the A-Z of Pinteresting brands, and here are six more brands that are experimenting in interesting ways with the social network.

They aren't necessarily those with the most followers, but are good examples of brands using Pinterest to try and engage with their consumers.

And I also included two that need to put in a bit more effort...

IKEA UK

The Swedish furniture store has 15 pinboards, including product ideas and a ‘pin it to win it’ competition. It uses great-looking images to link to individual items or collections of products for different rooms.

Some of the images also include price information so it essentially acts as an extension of its catalogue. One of its more unusual boards is for its True Blue product range that is inspired by Indian Culture.

The images are very striking but it doesn’t appear to link to its homepage, which is a missed opportunity.

Diesel

The clothing brand’s 16 pinboards have clocked up 1,362 followers.

As with IKEA, it essentially uses Pinterest as an extension of its catalogue by using high quality images back to its e-commerce site.

House of Fraser

HoF has created 21 pinboards so it clearly sees the benefits of Pinterest, but it still only has 64 followers so has some way to go before it catches up with some of its competitors.

This could be due to the fact that the social network is still struggling to really catch on with UK consumers. Even so, its boards are a good mix of its own products and repinned images that link to fashion and design blogs. 

ASOS

ASOS has taken to Pinterest with real gusto, creating 35 boards with 6,848 followers. It includes product ideas, lifestyle and celebrity content, and competitions.

Unlike some other retailers ASOS also gets the social aspect of Pinterest and has repinned a number of images that link to other blogs and articles.

L’Oreal UK

L’Oreal’s product range should mean that it is perfectly suited to Pinterest, yet it’s  account only has 58 followers.

Yet it has created five good pinboards that make the most if its association with celebrities to promote its brand values rather than going for a hard sell.

For example, two of the boards are used to highlight its sponsorship of the Cannes Film Festival.

Zara

The fashion retailer’s eight boards are predominantly full of links to products, but it also has a few that contain more general fashion and lifestyle content.

It has four ‘lookbooks’ that for men, women, TRF, and kids that link directly to its global e-commerce platform.

And two not doing it so well…

Nike Football

Pinterest is still a new medium for brands, but Nike Football can surely do better than this.

Assuming it is genuinely an official account, why has the brand created three pinboards but not uploaded any images?

Also, alerting users to the fact that one of the main objectives of the page is to “drive traffic through to nike.com/nikefootball” is probably a bad idea.

Presumably, this is the start of Nike's Pinterest page, but it would have been better to have at least taken time to add a few images. 

Abercrombie & Fitch

Abercrombie has two Pinterest accounts, one that is presumably for displaying its products and another one for “testing only”.

However, the two accounts include eight boards between them with just three pinned images.

David Moth

Published 13 June, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1676 more posts from this author

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Tara West

Tara West, Senior Biddable Media Manager at Tara West

Considering the huge potential for engagement with consumers, as well as the potential for driving traffic to your site using Pinterest, I am so surprised at the number of brands who are not using it properly. I think when a new social platform takes off, many brands treat it like property and secure their profile as a priority, but that's as far as it goes. It's great to secure your reputation online by setting up profiles but there's so much more to be gained if they are actually used properly.

almost 4 years ago

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Julie adore

Take a look to a pin boards of SIANDSO, french brand like Etsy ;-)

almost 4 years ago

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Charles Keach

Is this article just ab UK brands? Cause if it isn't where's the Peugeot one???

almost 4 years ago

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Saraswati

It is a brilliant platform to converse via pictures! However, think brands are waiting for the rules to be set. But the key who will experiment to set these rules and standards!

almost 4 years ago

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Nick Stamoulis

I think Sarawasti has a great point. No one is quite sure where to go with Pinterest, so everyone is waiting for someone else to make the first move and see what happens.

almost 4 years ago

Jack Hutchinson

Jack Hutchinson, Digital Marketing Specialist at JCH Web

I've got to say I love Pinterest for creating brand awareness, especially if you have a client with some niche products - it can really get them noticed!

almost 4 years ago

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estelle chauvey

frenchies are also on pinterest. I am a personnel user and "lover" of that platform.
I manage also http://pinterest.com/orangefrance/ take a look if you have time
thanks for your article

almost 4 years ago

Matteo Balzani

Matteo Balzani, Marketing Director, BuyVIP at Amazon

I seriously doubt the Nike one is official :)

almost 4 years ago

David Moth

David Moth, Editor & Head of Social at EconsultancyStaff

@Matteo, I was dubious I must admit, but it would certainly be interesting to find out for sure! :)

almost 4 years ago

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Cat

These brands are in some cases pinning and repinning random images from all sorts of different sources - any idea how are they dealing with the rights and licesing issues around those?

almost 4 years ago

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Joanna Blackburn

I think it's important to remember that it's not always wise to jump into the next big thing just because it is the latest social media channel. Facebook and Twitter as established social media properties where users are used to and accept interacting with brands. Pinterest however, is still fairly new, and engagement levels (in the UK at least) are comparatively small to other channels. It's difficult to engage your audience when they're not actually there!

For brands like IKEA, you can understand why Pinterest works well. It's an extension of their catalogue but also provides their followers ideas on how to decorate rooms and spaces. But even then, their following on Pinterest in much smaller than their Facebook page. Investing in a new social media channel takes planning and resource, so it's not surprising that brands are holding back to see how Pinterest can deliver engagement and brand awareness for them before jumping in.

almost 4 years ago

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Carla

As Joanna said, it is not always wise to jump into a new channel just because everyone else is doing it.

What surprises me most is seeing big brands create a page yet add nothing, let alone nothing of value! Surely it makes sense to get a plan or at least a sense of direction in place before you create something for the whole world to see?

Personally I love Pinterest - and I think I would rather interact with companies on Pinterest than on Facebook or Twitter.

almost 4 years ago

Graeme Benge

Graeme Benge, Digital Marketing Executive at Koozai

Pinterest at the very least looks the perfect platform for interaction and market research. I'd do monthly give-aways for boards created on topics of my choice. Tie it down with branded hashtags. 12 months, 12 chunks of data showing how people view your product and perhaps how you could or should.

almost 4 years ago

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Cendrine Marrouat

To me, the problem is that a lot of brands take customers for granted and don't take the time to learn the basics of each platform. Pinterest is no exception.

Great article!

almost 4 years ago

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Daniel Clutterbuck

Wow, I'm stunned at no only the lack of usage by brands such as Nike/ Abercrombie but also the failure to care about how their brand looks on such a popular medium.
On a side note, those "re-pin it to win-it" competitions are one of the best ways to find out popular products in a new inventory line. A wedding client of ours got 100s of repin's for one product, this has been their way of analysing stock purchase percentages.

almost 4 years ago

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Deirdre Attinger

I think the Zara one is so uninspiring, although on the other hand, social pages can take up quite a bit of resource to keep updated, more so for small retailers / businesses in general.

Maybe it takes longer for some retailers to get up to speed as they may not have the right in-house knowledge?

almost 4 years ago

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Jon Leon

If Nike's account isn't official, why don't they have an official site? If it is official then it's pretty poor. It really doesn't take much effort to make your boards look good and regardless of whether Pinterest is new, the stats speak for themselves and brands should be all over it.

almost 4 years ago

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Gema Garrido

I have just have a look at Orange. I think it is a great example. Boards are creative and very inspirational.
Thanks for the info!

almost 4 years ago

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katherin

Pinterest is a best place to share images,its fully depends on images.
Board are very interesting and unique.

almost 4 years ago

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Duncan

That Nike page very clearly says 'Fan' page in the very first line, it's obviously nothing official.

over 3 years ago

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Richard

Surprising facts on how some of the big brands like Nike/Abercrombie are using Pinterest. The lack of effort seriously make them look bad.
Pinterest is great tool for creating brand awareness and really get people notice if used correctly.

over 3 years ago

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