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Pinterest Social Media Marketing Case Study: Buick Cites Pinterest As “Invaluable”

Buick unveiled its 2013 Encore luxury car at the New York Auto Show last Wednesday with the help from a Pennsylvania-based bed and breakfast owner named Michael Wurm Jr. — who by the way has 3.6 million followers on Pinterest.

social media marketing case study


Buick created a contest called “Pinterest to Dashboard” as part of an effort to connect with a younger crowd and show a playful side of their brand. Wurm who won the contest features Pinterest boards of sea-foam colored tones and inspiration from the beach. The Buick design team fell in love with Wurm’s theme of going outdoors and used it as a starting point.

Image courtesy of GM

The brand has already received a “tremendous outpouring of input” from the Pinterest community. “It’s been invaluable,” Lei’s Buick designer said. Although the car won’t be available on the market, the company said it would be open to rolling out the look in the future.

With about 71% of Pinterest’s nearly 25 million users under the age of 45 — and 50% are 25-44 — Buick said it views the user base as an important market for the new Encore model. Not to mention, according to a Bizrate Insights study, about 70% of Pinterest users say they use the site to get shopping inspiration and 43% associate it with brands. Pinterest and the power of social media marketing is the real deal.

Source:http://mashable.com/2013/03/28/buick-pinterest-car-concept/

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