Nilla Wafers wanted to find ways to refresh their image and reconnect with their consumers. Since so many people come to Pinterest for baking and food inspiration, it was the right place for them to get to know their community better.
While they were getting started, Nilla Wafers' main goals were to generate brand impressions and drive traffic back to the Mondelez Snackworks website. They filled up their Pinterest profile with boards and images that felt like them, and worked on finding and creating creative, eye-catching Pins for their boards, like these deconstructed recipes.
Nilla Wafers took even it a step further and updated their physical packaging with recipe Pin teasers. “This demonstrated to shoppers that Nilla is in the know with our consumers and active on a platform they know, respect and love,” said B. Bonin Bough, Vice President of Global Media and Consumer Engagement at Mondelez International.
People could find the full recipes on Pinterest and start interacting with their stuff. This created awareness about their Pinterest presence, which in turn drove traffic to their Pins and website.
“Pinterest has been a valuable tool for raising awareness, as well as identifying, interacting with and getting inspired by our most passionate and talented fans," Bough said.
If updating your product’s packaging isn’t in the cards for you, Nilla Wafers has other suggestions for how to be successful on Pinterest: