CB2 launched a campaign this week giving fans the opportunity to design a New York City apartment on Pinterest. The brand rented an apartment on 873 Broadway and asked five star interior designer pinners (with more than a million followers each) to decorate the space using items from the store. CB2 will then furnish the space with the most-liked items on the Pinboards. Interior design blog Apartment Therapy is producing a series documenting the process and running it alongside ads for CB2 products. The designers are encouraged to add vintage pieces to give the apartment a lived-in feel.
L2’s Intelligence Report: Instagram found adding user-generated photos increases conversion by 7%. West Elm places users’ Instagram photos featuring the store’s items in their homes, and CB2 is taking that concept to the next level by creating a user-generated apartment.
Instagram is the world’s fastest growing and more popular social platform, and has become synonymous with brand efforts to gather user-generated content. However, more than half of the traffic to the CB2 website comes from Pinterest, presenting another opportunity for home décor brands. Advertising costs for the CB2 campaign are estimated to be $1 million, and it will be interesting to see how it drives user engagement and sales.