Engaging an audience of Jetsetter Curators

Jetsetter was looking for creative ways to engage with their online community and understand what travel content resonates with them. Through their Jetsetter Curator promotion, they invited over a million members to create boards reflecting the most inspiring travel destinations across four theme categories: escape, adventure, style and cosmopolitan.

A panel of celebrity judges, including Arianna Huffington and the editor-in-chief of Harper’s Bazaar, Glenda Bailey, selected winning boards where the best pinners earned a prize. Fans pinned over 50,000 images in less than a month. Pinterest referral traffic increased 100%, and Jetsetter page views increased by 150%.

“When we unleashed our community to share their favorite Jetsetter content on Pinterest, it generated a ton of ideas for how to make our own Pinterest boards more compelling. We also learned which photos on our site resonate the most with our users and it’s since influenced our content strategy.”

Encouraging pinners to explore Jetsetter.com

To motivate users to uncover more of the rapidly changing travel content on their site, Jetsetter launched an online scavenger hunt called “Pin Your Way to Paradise.” Members were prompted with daily clues over a 2 week period. The challenge? Pin photos that best match each of the clues.

Jetsetter observed how pinners navigated their site to find the relevant daily images. In response, Jetsetter’s community created over 800 boards and 16,000 pins—judged on their visual interest, creativity and originality, and how well they matched the daily clues.

“We wanted to do something that would help us discover ways to make the site more “sticky”. Using Pinterest, we were able to have fun with our users,while gaining invaluable insights into how to improve the user experience on our site. We also learned a valuable lesson from this promotion: simplicity drives participation.”

Vacation planning made easy with group boards

In addition to offering inspirational travel content, Jetsetter wanted to show people that planning trips could be easy, interactive, and fun. They collaborated with a passionate Jetsetter fan to plan their vacation to Turks & Caicos. Together, they pinned ideas of what to bring, things to do and where to stay, showing off the diverse utility of their site. Jetsetter also crowdsourced additional tips from other fans and in-house experts to engage more of the community.

The Turks & Caicos Board lept to more than 720,000 Pinterest followers (5x more people than Facebook, 20x more than Twitter) and engaged users pinned more than 9,500 times.

“Pinterest allows us to add more of our high-touch expertise to our users’ experience. We showed that we can create spaces that add substantial visual depth and breadth to a user’s trip.”

We’ve been thrilled with the collaboration between Jetsetter and our contest partners. While some of them represent massively popular brands—Huffington Post, Harper’s Bazaar, to name a few—we were all new to Pinterest. Pinterest is a platform that levels the playing field for smaller companies like Jetsetter.

Jon Goldmann, Social Media Manager