When the Salmon Council wanted to up its social media game, it turned to Butin to map out a new strategy for its Pinterest Page.
Butin quickly enacted an approach which mirrored that of an influencer, instead of a conventional brand. Tactics like search optimization, group board access, promoted pins, “visual-first” pinning and tastemaker partnerships were leveraged to break through the noise on the world’s no. 1 recipe search engine. In less than one year, the Council’s relaunched Pinterest page gained nearly a million new followers and generated more than 2.3MM impressions. “Almost overnight, the Salmon Council went from being just another organization on Pinterest to becoming a powerful Pinfluencer,” said Brandon F. Phillips, the senior director of communications and advocacy for NFI. As further proof of its effectiveness, the campaign recently took home top honors for “Best Use of Social Media” from PR News.