Land's End Canvas Calls Pinterest The Social Media Platform to Watch in 2012, Launches Holiday Pin it to Win it Contest

Pinterest is the intersection of style and social and is a natural, visual platform to showcase the Lands’ End Canvas lifestyle. – Mariella Souflis, PR Manager, Land’s End

Our love for Pinterest knows no bounds of course, but recently the visual bookmarking site has received ample coverage elsewhere for its major traffic growth (1 billion monthly page views) as well as the SEO opportunities it affords brands. The PR community has speculated on it’s role in strategy, and many PR pros and fashion bloggers find the site a trove of inspiration and discovery. However, few major fashion brands have fully integrated the site into their digital/social strategy.

We know Lands’ End Canvas customers are very socially savvy, early adopters and currently engaged with us on Facebook and Twitter. – Mariella Souflis, PR Manager, Land’s End

Land’s End Canvas launched their Pinterest account in early November, 2011. In true social media fashion, the brand was first introduced to the site by blog partners who were fans of the site, and then quickly found that images from the Lands’ End Canvas website were already pinned and being shared among users. As a result, explains Mariella Souflis, “we committed to creating and activating a presence to join our current fans and attract new audiences.”

While Pinterest etiquette still encourages users to “try not to use Pinterest purely as a tool for self-promotion,” there is no explicit rule against running contests on the site, making it an inexpensive, simple way (unlike Facebook!), to host a contest.  The Holiday Pin it to Win it contest asks Pinterest participants to create a virtual pin board featuring Lands’ End Canvas products for a chance to win one of ten $250 Lands’ End Canvas Gift Cards. The one-week contest begins today, Wednesday, December 14, 2011 and ends on Wednesday, December 21, 2011. Winners will be judged based on creativity, composition and style expertise.

Brand Benefits of Hosting a Contest on Pinterest

While the contest is relatively simple to enter, it has the potential to assist the brand with some key digital marketing and PR objectives. Contest participation will drive traffic to the Land’s End Canvas site. Time spent on site will increase, as well as sales. There will be long-term SEO value via inbound links from Pinterest back to the site, not to mention the general brand awareness among Pinterest users of the Canvas line. By being one of the first brands to host a contest on Pinterset, the brand will likely get some press for their ingenuity and even be referenced in future press articles about the use of Pinterest as a marketing/PR strategy. Finally, the contest requires that entries be emailed in, thus increasing email subscribers. All for $2500 in gift cards.

Pretty smart, right…

How to enter the Land’s End Pinterest Contest

Step 1: Create Lands’ End Canvas Pin Board – Create a Lands’ End Canvas Holiday Pin it to Win it Board on Pinterest and categorize under Women’s or Men’s Apparel.

Step 2: Pin Your Favorite Lands’ End Canvas Items – Go to the Lands’ End Canvas Pinterest Boards ( or to pin 10 – 20 of your favorite Lands’ End Canvas items.

Step 3: Email Your Board Link – Email a link to your board for a chance to win one of ten $250 Lands’ End Canvas Gift Cards – mariella.souflis[at]

The full rules for the contest are hosted on the Land’s End Canvas Facebook Page.


About This Author

Known as the “fashion publicist’s most powerful accessory,” (San Diego Union-Tribune) and the “West Coast ‘It’ girl of fashion PR,” (YFS Magazine) Crosby Noricks put fashion public relations on the digital map when she launched PR Couture in 2006. She is the author of Ready to Launch: The PR Couture Guide to Breaking into Fashion PR, available on Amazon. Crosby spends her time managing PR Couture and mentoring fashion publicists through PRISM and Instappable, as well as the biannual NYC workshop, Fashion PR Confidential. Occasionally, she opens up limited consulting spots for emerging brands through her signature offering, The Brand Elixir.