We spoke earlier today with Bulldog Gin, which plans to be the first alcohol brand with a page on Pinterest starting next week.While discussing Bulldog’s strategy for Pinterest with brand manager Daniel Udell and Global Director of Marketing VP Josh Hayes, we came up with five good points to keep in mind when expanding to the new network, which is growing incredibly fast.
1. Remember that Pinterest is visual
Pinterest’s visual layout — the ability to put a number of pictures in a collage next to each other — is what separates it from Facebook or Twitter.
Bulldog plans to use this feature to help enforce its visual identity, posting pictures and recipes of cocktails that use its gin.
And, with multiple buckets celebrating art, drinks, and the city of London in a brand-affiliated way, it helps keep Bulldog’s identity dynamic and multi-faceted.
2. Keep your consumer in mind
With two primary consumers, Bulldog knows it can use Pinterest in two different ways.
There’s the end consumer, aka the amateur — you or me.
Then there are bartenders, who have a more sophisticated relationship to the liquor. On Pinterest, Bulldog and bartenders can indulge in the the art of mixology and further boost the brand.
3. Let your community participate
One of the reasons Bulldog is getting into Pinterest is to allow its users a greater engagement with the brand.
And it’s not just engagement here: it’s the opportunity to crowdsource the brand, letting consumers contribute their own recipes and ideas of Bulldog to its identity and community.
4. Take your brand from Pinterest into the real world
“One of our core strategies this year is to bring to life cocktail experiences,” Udell and Hayes told us. They want to use Pinterest to promote a cocktail called London Lemonade, which combines Bulldog gin with — you guessed it — lemonade.
To do this, they’re going to start visually promoting the cocktail on Pinterest, and then allow users to interpret the drink in their own way. This will involve a digital art contest and a physical promotion called the London Lemonade Loft, tied to the London Olympics in summer 2012.
5. Be flexible and be early
Pinterest is a young and rapidly growing medium, and, in Bulldog’s case, no other alcohols have yet expanded to it.
By being a flexible, independent brand, Hayes and Udell say Bulldog is able to capitalise on the new platform.
If there’s little Pinterest presence in your industry, it’s worth getting in on the ground floor.