The campaign, carrying the tagline 'Whatever your mood', was initially launched through Facebook and Twitter. The Pinterest variation is titled: 'I’m in a queen of the re-pins kind of mood', and the competition encourages fans to re-pin pictures from the Metro pin-board to go into a draw to win that product.
The Facebook component of the Metro campaign is run through a Share + Win app. After users ‘like’ the Metro Facebook page, they can use the app to go into a draw to win movie vouchers.
For Twitter, users have to follow Metro on Twitter, and either retweet certain tweets or answer questions to stand a chance to win Metro Gift Cards.
Benjamin Tan, chief executive officer at Yolk, commented that Pinterest is a great way for brands to showcase their product while connecting with their audience.
“In the case of Metro, Grey and Yolk have worked hard to create a fresher and younger approach to the campaigns to reach a wider section of the public," he said. "And the Pinterest campaign complements that theme nicely.”
He noted that Metro has seen its fan base on Twitter and Facebook grow significantly since the implementation of the campaign on Facebook and Twitter.
“We are sure the Pinterest campaign will strengthen that fan base,” he added.
Agency Grey Singapore, Yolk
Chief creative officer Ali Shabaz (Grey), Low Jun Jek (Yolk)
Senior copywriter Theophilues Tan
Senior art director Susie Sun, Raymond Chan
Group account director Ong Aimai
Account executive Linda Avriani
Social media manager Gavin Tan
Senior digital account manager Sharon Siew