Many brands are scrambling to try to figure out how to implement Pinterest, but Michael’s already has it nailed. If you’re unfamiliar with the brand, Michael’s is a large craft store chain with over one thousand stores in the United States and Canada. Since so many people on Pinterest are using the site to manage craft projects, it is a natural fit.
There are 3 main ways Michael’s is using Pinterest.
1) The Michael’s Pinterest brand page. Currently, Michael’s has boards for craft ideas, gift wrap, knitting, journals, and holiday-themed home decor. Some pins on the pinboards link back to the Michael’s website, but many link to blog articles that do not mention Michael’s at all.
Michael's Pinterest Page
2) “Pin it” buttons on each product and project page on Michaels.com. This way, Pinterest users can pin both products and projects to pinboards quickly and easily. It also encourages them to do so.
Since Michael’s already had pages for each product and project, they easily added the “Pin it” button, similarly to the way a brand would add a Facebook “Like” button.
Pin it buttons on each Michael's product and project web page
3) “Pin it” buttons on the store locator page. After searching for a local store on the locater page, users can click the “Pin it” button and send a link to Pinterest. (I imagine this could be very popular for boards such as “places to go this weekend” or “craft stores close to home”)
Pin it buttons on store locator page
And if you’re wondering if people actually use the “Pin it” buttons to bookmark stores, products, or projects, just look here…
Pins on Pinterest from Michaels.com
Pins on Pinterest from the Michael's store locator page
[...] Michael’s is doing an excellent job leveraging Pinterest as part of their social media strategy. In just two months, with 22 boards and 470 pins, they have over 2,000 followers and a steady amount of traffic from the platform to Michaels.com. This success has huge implications for the future of social and digital media, and the emerging concept of content curation over content creation. [...]