As mentioned in a previous post, Pinterest has proven to be particularly lucrative for household care brands. Ziploc, however, rises behind them all with 32,000 fans and counting. Behind Ziploc’s followers is a collaboration with blogger and Pinterest star Joanna Hawley. For two consecutive years the two have worked together to create holiday DIY ideas incorporating Ziploc products. Hawley pins the collaboration ideas on her Holiday Pinspiration board to a following of close to 4 million, and Ziploc features instructional videos of Hawley on the Life Lessons tab of its site.
Thirty-five percent of brands in L2’s Digital IQ Index: Home Care report are active on Pinterest, a jump from 25% in 2013. The increase in adoption rate is higher than on any other platform, even Instagram which is achieving close to ubiquitous adoption on other platforms.
Social media adoption lags among Home Care brands overall; several have scaled back their activity on Facebook and Youtube. Pinterest has seen higher adoption rates because its user demographic aligns with Home Care brand targets.