Grey Singapore, along with Yolk, a Grey Group company, has developed a new campaign leveraging social media for Metro, Singapore’s locally owned department store in conjunction with its Great Singapore Sale. A social media led competition-based campaign was created and launched via Facebook and then Twitter, the third phase running on Pinterest has also been launched.
Following the tagline Grey Singapore created for Metro, ‘Whatever Your Mood’ the Pinterest promotion variation is “I’m in a queen of the re-pins kind of mood.” The competition urges fans to re-pin pictures from the Metro pin-board to go in the draw to win that product.
Metro is the first department store in Singapore to implement a Pinterest page and Benjamin Tan, Chief Executive Officer, Yolk, commented that he was happy to work with a brand willing to adopt all forms of social media.“Pinterest being such a visual platform is a great way for brands to showcase their product in a way that connects with their audience and doesn’t feel like ‘advertising’. In the case of Metro, Grey and Yolk have worked hard to create a fresher and younger approach to the campaigns to reach a wider section of the public, and the Pinterest campaign complements that theme nicely.” said Tan.
“Since implementing the first two phases of the campaign, Metro has seen their fan base on Twitter and Facebook grow significantly through using simple competition mechanics and attractive prizes for fans. We are sure the Pinterest campaign will only strengthen that fan base.”
The Great Singapore Sale campaign for Metro started on May 25th and will run until June 24th 2012.