Smoyz, an Israeli ad agency, has executed a Pinterest-based campaign (the firm says it’s the first-ever) on behalf of its client Kotex. The firm selected 50 women who posted pictures of things that inspire them — a foodie posting pictures about cooking, for example. Smoyz then hired an artist to paint objects related to those interests in the new Kotex design. The items and a box of Kotex were sent to the Pinterest users as a gift.

According to the campaign clip above, the promo was a success because the women shared details with their followers about the gift they received, resulting in more than 2,000 impressions.

Adrants says the promo is an example of what will surely be a marketing trend — using the “interest graph.” We wondered if the campaign broke too far from the Kotex product.

Read more