Reflection #3: MVMT Watches Take On Pinterest

MVMT Watches

MVMT Watches is one of few so far that have used Pinterest so successfully that they have now become a case study in how to utilize this Social Engine. Majority of businesses look to Instagram as the best platform to utilize the power of images to result in a purchase, but Pinterest has more strengths for businesses who not only rely on the quality of a picture but the constant flux of images. 

MVMT Watches wanted to focus more on women consumers and with 81% of women using Pinterest, the company realized the strength Pinterest posed to engage women in their products. Pinterest is coined as a social engine, its main focus is for the users to be in discover mode. Looking back at Kaplan's essay, "Users of the world, unite! The challenges and opportunities of Social Media" MVMT Watches really executed how to use social media to their advantage. Kaplan writes, " if you still need time to run your core business, you simply cannot participate in them all, especially since "being active" is one key requirement of success." MVMT has utilized pretty much every single platform but has used Pinterest as the real winner for campaigning. It's important to note how Pinterest advertisements are completely different from a promotion on Instagram, Facebook or Twitter. These platforms have you set a budget and then within parameters you set, such as age range, location, and interest these people will see your ad. Pinterest on the other hand uses Promoted Pins has you choose either Awareness, Engagement or Traffic campaigns and you pay accordingly. For example if I decide to choose a Awareness Campaign then I pay each time a user clicks on my promoted pin to visit my website, the goal here is to drive business to your website.

What's really great is the growth MVMT began to see with both women and men's watches. They noticed that men weren't buy them but a girlfriend, mother, aunt or grandmother were buying them as presents for the men in their lives. Pinterest is great for businesses who want a continuous campaign. Every other platform has a deadline on how long they promote your ad, but with Pinterest your campaign continues since your ads and photos never disappear. 

If there's a business that focuses on the beauty of a product, where its a watch, furniture, clothing, articles, jewelry or make up , you name it! Pinterest has shown the success a business can have through discovery. MVMT Watches is just one example but there a more who continue to have success. I will say I'm not sure how helpful it would be for someone who is not present on the internet at all. Now, that being said it doesn't have to lead to a website, quite a few people use Pinterest to see travel ideas and then they discover the details later, but the through the discovery is the hope of inspiration and any business with this goal should use Pinterest.

Citations:

  Photo: MVMT Watches for Women. N.d. Web.

 "Success Stories." For Business. N.p., n.d. Web. 04 Mar. 2017.

Kaplan, Andreas. "Users of the world, unite! The challenges and opportunities of Social Media." Users of the world, unite! The challenges and opportunities of Social Media. N.p., n.d. Web. 04 Mar. 2017.