Since 2012, Threadless has been running a Valentine's Day Pinterest Challenge. See what we've learned and how the contest has evolved

1. The evolution of Threadless'
Valentine's Day Pinterest Challenges

2. Threadless is a creative community that makes,
supports, and buys great art.

8. 211,320 followers
2.19 million followers
848,640 followers

9. 2012 goal:
Awareness

10. ● label board Threadless VDay Challenge
● 10 pins / 5 Threadless products
● $100 Threadless GC / $100 Amazon

11. 366 boards submitted

15. 2013 goal:
More Eyeballs + Less Time

16. "We'll choose from amongst
the most shared boards."

18. 2012 2013

19. 2014 goal:
Content Strategy
Integration

20. Threadless supports, inspires, and informs
the community through creativity,
interaction and exposure to the art world.
Threadless Narrative:

21. Threadless supports, inspires, and informs
the community through creativity,
interaction and exposure to the art world.
Threadless Narrative:

22. Threadless supports, inspires, and informs
the community through creativity,
interaction and exposure to the art world.
Threadless Narrative:

23. Content Grid
VDAY 2014 Creating Sharing Interacting
Support
Inform
Inspire

24. Content Grid
Creating Exposing Interacting
Support
video interviews
with artists
outside of
Threadless
artwork/galleries
Which tee if your
favorite from this
artist's collection?
Inform
brand video for
new Lebowski
release
Cat GIFs to get
people excited for
new cat tees
"Hug" by Morkii is
reprinted. Tag
someone you want
to hug
Inspire
Pinterest board of
art nouveau work
for challenge
Share instagram
gallery of high
fashion tee styles
Submit to the
"original
characters"
challenge.

25. Content Grid
VDAY 2014 Creating Sharing Interacting
Support
Inform
Pinterest Challenge
Inspire

27. Content Grid
VDAY 2014 Creating Sharing Interacting
Support
Inform
Pinterest Challenge
Inspire
#Teegether
Challenge

29. Content Grid
VDAY 2014 Creating Sharing Interacting
Support
Inform
Craig Love Memes Pinterest Challenge
Inspire
Teegether
Challenge

30. 2012 takeaways
● Incorporate an emotional component
● Prizing doesn't have to break the bank

31. 2013 takeaways
● Maximize shares without sacrificing a
real connection
● Make it competitive by making
participants transparent

32. 2014 takeaways
● Find out where it fits on a broader
strategy

33. 2015 additions
● Require pinners to follow Threadless
handle
● Repin winning board(s) to our page

34. Thanks,
@jesshanebury