When our client Lucite® International asked us for ideas to continue the momentum of their 75th Anniversary celebration in New York, we initially thought about hosting an event in another city. Miami seemed a logical next stop given its heritage in all things Art Deco. A visit to Art Deco Weekend held on South Beach reminded us that the affinity for products made with Lucite® is tremendous. Everyone we talked to either had a story, a collection or a vision – and they all involved Lucite®. We were left wondering if there was a way to host an online community where people could share their love of Lucite®. The challenge had always been that the material means different things to different people: architects, interior designers, fashion influencers, collectors, product designers, etc. So how could you create a community that appeals to everyone without alienating anyone? Enter Pinterest.
We did a quick search and saw there were already 50+ boards with Lucite® in their name. Unlike other social media platforms, we could set up boards for each of our audiences and let them decide which to follow. And that’s precisely what we did. OurPinterest page focuses on the LuciteLux® product and features stunning imagery pulled from our client’s site and elsewhere on the web. We’ve been busy following people who are pinning Lucite® and liking, commenting and repinning images. It’s early, but among our followers are several important designer influencers and we’ve generated a steady flow of conversation about Lucite®. Our next step is to incorporate installation shots we pulled from the company photo archives as well as support the page with traditional marketing support. We’ll keep you posted as we gain even more traction!