CASE STUDY: Princess Cruises
With a strong social following across Facebook, Twitter, and YouTube, Princess Cruises wanted to grow one of its emerging channels - Pinterest - through an engaging sweepstakes to increase followers and engagement. The cruise line tasked MMGY Global with executing a Pinterest campaign highlighting the breadth of destinations served by Princess Cruises.
MMGY launched Pin Your Princess Passport, a Pinterest campaign that encouraged users to repin images of the destinations they would like to visit during a Princess cruise to their virtual passport. MMGY created a Pinterest sweepstakes application on Facebook, leveraging Princess's significant Facebook audience as well as the cost-effectiveness of Facebook advertising to promote the campaign. The sweepstakes Pinterest board was populated with inspirational destination photography and marked with an iconic Princess passport stamp. The prize for one lucky winner? A seven-day Caribbean cruise aboard the new Regal Princess.
Pin Your Princess Passport increased Princess Cruises' Pinterest following by 115% and generated more than 10,000 entries to the sweepstakes.
Check out the campaign in action on Princess's Pinterest Board.