To any but the most die-hard Nars fan, the incentive isn't much of a draw, but there's a few things about the execution that are smart. First, selection: Nars didn't simply select the three most popular pinners for the campaign; instead, using a Pinterest-specific analytics tool, the company's digital marketing team identified three users who had already driven significant traffic to its website. Second, execution: While many companies (I'll call out Estee Lauder as an example) invite much-followed Pinterest users to "guest pin" for their own accounts, Nars was smart to encourage their partners to pin for their own accounts, and thus take advantage of their far larger followings.
Now, this is an interesting development. As much as I love brands (and some of the people behind them) I'm a little wary of them on certain social media platforms. In fact, I even unfollowed a few on Instagram this morning out of boredom. However, I like how the team at NARS seems to be approaching this Pinterest campaign for their Satin Lip Pencil Collection by NOT going the route of shoving things down our throat or being intrusive in any way. I like that they selected three Pinterest users who had already driven a lot of traffic to their site to create boards inspired by shades in one exclusive color category (Reds, Pinks, Nudes). The smart thing is that the boards don't look like online shops (don't you hate those pins with the price tagged slapped right on the pin?) they look like, well, Pinterest boards.