If you use Pinterest, you're already well aware the visual social network is teeming with signs of the holidays, from gift ideas to Christmas cookie recipes to DIY crafts. You may have seen Pinterest's interactive calendar, 30 Days of Pinspiration, curated by power users, brands and non-profits to guide holiday inspiration.
What you may not have realized, is the calendar is part of a company-driven effort to promote giving back during the holidays. While some of the pinners, like Katie Couric, share recipes, and others, like Nina Garcia, share holiday party outfit tips, others embrace the spirit of giving by sharing volunteer opportunities and charitable gifts.
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"Our goal is to give people inspiring ideas for a variety of different things Thanksgiving recipes, Christmas, New Year's and giving back," Pinterest rep Annie Ta told E News. "Giving back is a really big part of the campaign because we want to provide a place pinners could find inspiration for what they're already doing during the holiday season."
The giving-focused partners include TOMS, the one-for-one shoe and sunglasses retailer, and Second Harvest, the hunger-fighting non-profit. The U.S. Marine Corps' board will roll out later this month, as well a board from the NBA about ways its players give back.
TOMS' board is interesting because it gives a taste of the charitable brand's 12 Days of Giving campaign. Each day between Dec. 3 and 14, TOMS is releasing a new, limited edition product.
Rather than just pinning photos of the products, artist sisters Maricor and Maricar Manalo created illustrations, TOMS Social Media Manager Caitlin Coble told E News.
"We wanted to tell more than a product story here, since giving is such a huge aspect of our business," Coble says. "We've included images of our giving trips in Peru and Uganda, to balance product and giving."
The 30 Days of Pinspiration campaign is Pinterest's second consecutive holiday project last year CEO Ben Silbermann led a campaign called Pin It Forward though due to the platform's explosive growth over the past 12 months, Ta says the two can't be compared in scale or reach.
Pinterest anticipates the 30 Days of Pinspiration campaign will pick up significant traction because search queries around holidays often spike. Compared to Halloween, which began topping search queries one month before the holiday, and Thanksgiving, which rose to the top three weeks in advance, Christmas has been a hot search item on the site since late October. Ta says Christmas is currently the top search query on Pinterest.