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Singapore’s Metro pins on Pinterest

In order to encourage more consumers to buy its products, Singapore based department store Metro has worked with Grey Singapore and its sister agency Yolk to devise a new social media campaign. This campaign is to promote Metro’s Great Singapore Sale. This competition based campaign was first created and launched in Facebook and then Twitter. In the third phase the campaign is running on Pinterest.

While Pinterest as a social media platform has been catching up, it is still not widely used by brands in the region to promote products. In fact Metro is the first department store in Singapore to use Pinterest as a part of its social media campaign. The campaign on Pinterest has been labelled as ‘I’m in a queen of the re-pins kind of mood’ which is a take on Metro’s earlier social media campaigns on Facebook and Twitter called ‘Whatever Your Mood’. “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’,” said Benjamin Tan, chief executive officer, Yolk.

The competition urges fans to re-pin pictures from the Metro pin-board to go in the draw to win that product. In the case of Metro, Grey and Yolk have worked hard to create a fresher and younger approach to the campaigns. “The aim is to reach a wider section of the public, and the Pinterest campaign complements that theme nicely. It is really encouraging to work with a brand willing to adopt all forms of social media,” commented Tan. Starting 11 June, the campaign will run until 24 June 2012.