A Pinterest apartment designed by millions
To broaden its fanbase, CB2, an affordable modern furniture store, crowdsourced the live design of a Manhattan apartment using Pinterest. CB2 enlisted five popular Pinterest designers to style the empty space by selecting and “pinning” items from its store to the campaign’s board. Each designer worked a different room, and helped to select its content by voting for their favorite items. After voting, users could also enter a sweepstakes via Twitter or an online entry form to win their dream room worth $5,000.
Kicking off on May 7, 2014, the apartment was designed in real time. Designers were assigned a specific day, and for twelve hours that day, users voted on the designer’s top picks, either on the campaign’s microsite or on Pinterest. The winning items were featured in “APT CB2” for the week of the campaign and were revealed on the microsite. The campaign was promoted through a YouTube trailer, which could be shared on Facebook, Twitter and Instagram. The microsite was built with HTML5, and following the completion of the campaign, it showcased the design process from start to finish using time-lapse photography.
The campaign, which cost $1 million to create and produce, attracted 160,000 unique user interactions.
Million impressions in earned media reach