Nilla Wafers: using Pinterest to help people reconnect with a beloved brand


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:

Use the Follow button in your marketing

Nilla Wafers started using the Follow button and invited people who follow them on other networks to follow them on Pinterest, too. When someone follows you on Pinterest, any new Pins you create will show up in their home feed and they’ll be more likely to Pin them or visit your website. 

Create timely, well-curated campaigns

Nilla Wafers knew they wanted to connect with customers who enjoy baking, so they created a board for National Cheesecake Day (July 30th, in case you’re wondering) and filled it up with lots of Pins. They also Pinned a variety of cheesecake recipes, some of which didn’t even call for Nilla Wafers. The board worked well because it was well-curated and felt just like a regular Pinner’s board. 

Get creative with how you show your content

Nilla Wafers’ Deconstructed Recipes board was a different way to show off recipes. They found that using visually interesting, vertical Pins with step-by-step recipe instructions captured people’s attention. 


—Kim O'Rourke, currently saving ideas to nom-ables