Kina Grannis‘ new video for “My Dear” recently premiered on the WSJ Speak Easy Blog. This unique video is comprised of footage from Kina’s wedding last year, which makes for a pretty kickass anniversary celebration. Ever the social butterfly, Kina used her Pinterest account to promote the video in the week leading up to the premiere. While her other socials, like YouTube, Facebook and Twitter, are well established and have a throng of active followers and subscribers, her Pinterest was created only recently and this promotion was useful in growing her base there.
To hype the video, Kina created a Pinterest board with video stills and photos she had to further explain aspects of her wedding, and she shared it wide across her various other networks, including Facebook, Twitter, Instagram, official website and her fan newsletter. Pins on the board range from food, drinks and dresses to programs doubling as fans. After the video exclusivity with WSJ ended, the “My Dear” video link was added to each pin, so now each time the pin is pinned, the video is likely to be watched as well.
Zoning in on the pin to the left: this particular one has 640 re-pins. On it, Kina explains that guests took Polaroids as they arrived and hung them up with a personal note. She later turned these into a photo album. Pretty cool, huh?
The best thing about this promotion is it’s not only for her fans, who get a closer look into Kina’s life on such a special day, but also for people (especially brides) everywhere to get some wedding ideas and discover music they might enjoy while they’re at it.
Just over two weeks in, Kina’s Pinterest page gained 46.2% more followers, and the wedding board created for the promo attracted more than 8,600 followers alone, as well as 5,246 likes and 2,694 repins.