Nestlé is partnering with the social media site Pinterest, pioneering new methods to deepen engagement with consumers on social media through ‘Promoted Pins’ on the site.
As part of the pilot programme some of the company’s best-known brands including Nespresso, Dreyer’s and Purina will invest in 'Promoted Pins' to gauge the effectiveness of the platform as a paid media channel.
‘Promoted Pins’ are images created by the brands that are then ‘pinned’ on pages that users of the site create.
“This builds on existing efforts to deepen consumer conversation through digital platforms,” said Patrice Bula, Nestlé’s Head of Marketing. “We recognise the power of the Pinterest platform and this investment will create early learnings for our brands”.
Participation in Pinterest’s ‘Promoted Pins programme’ is part of a broader partnership and innovation strategy for Nestlé.
The two companies have been working together for a number of months on individual campaigns and learning programmes. The relationship was initiated by Nestlé’s Silicon Valley Innovation Outpost which is based in California, and is focused on identifying new digital technologies and innovation partners.
The company is looking to build closer collaboration with newer players like Pinterest or with start-up companies, to complement existing partnerships with established digital leaders like Facebook and Google.
Patrice Bula has written about how Nestlé is learning from digital start-up culture.