While most people’s Pinterest visions never make it beyond the boards, APTCB2.com sought to bridge the gap between the digital and physical worlds. Over 5 days fans voted on the APT CB2 microsite, which pulled in the Pinterest API, to aggregate votes and voices in real time. The site moved the social platform beyond static images to show each room come to life via an interactive timelapse feature, and a community chat board with Pinterest influencer moderation, which helped to guide the confluence of design ideas with other members of the community.

With 663 million impressions as a result of our campaign, we vastly overcame our benchmark of making 2.3 million more people aware of CB2.

The brand saw more than 160,000 direct engagements on APTCB2.com, with consumers spending an average of 4:35 minutes on site, an increase of 68% from the time typically spent on CB2.com. And while previous efforts to build new user acquisition had been laden with enormous prize incentives and benefits, our intended brand awareness campaign succeeded in a 21% addition to CB2’s email database–the largest opt-in growth the brand has ever seen.