FRESH IDEAS: “Oh, why didn’t I think of THAT! Now that’s nice!” is what my brain registered when I read today about Y&R Midwest’s Sandy Pinterest initiative: Helpin.it. As an agency they’ve decided to help real-life families who have been impacted by Hurricane Sandy. Given that this arm of Y&R is in Chicago makes it all the more “awww…” as you’d expect a NJ/NY metro shop to take measures to help local folks. Here’s how it works:
Real families, real needs: Y&R’s team has chosen families as the subjects of Pinterest boards. If you go to Helpin.it, you can link to the Pinterest page with all four families. The boards for each family feature goods that are needed to rebuild their households. It’s everything from plastic bags to pillows to gift cards. All at an achievable $25 give or take price point. And of course, there is a board with the family’s story.
Click through to repin or to actually buy: Like a typical Pinterest board, you can click through a board to either repin the item to your own board and spread the word about the family in need and their specific items. Or, you click through to amazon.com where that family’s wish list resides. You can actually buy the items for the family, and since they’re “registered” on amazon’s wish list, they’ll receive it directly from amazon thanks to the donors.
Now, why did this awaken my “fresh ideas” senses today (other than it’s snowy and cloudy and gray out and it’s super heart warming)? The power of Pinterest for good: all of the terrific things a brand would love about Pinterest make for a really nice cause-related experience, e.g., visuals, telling a story, repin and share opportunities, and purchase what you see opportunities. Agency do-good effort: every agency I’ve worked for or know always does something to support a cause, it’s just good business. But this showcases good thinking and innovation in a social space. Nicely done, Y&R Midwest! You’ve certainly brought a little sunshine to my cloudy day for a girl who thinks she’s “seen it all”…and then something like this comes along, love it! #goodideas #socialmedia #pinterest #causemarketing