Campaign: The Good Good
Nonprofit Partner: Unknown
Launch Date: September 18, 2013
Online retailer Overstock.com has launched a social media-based, cause-focused sweepstakes inspired by its new “The Good Good” advertising campaign. Contest entrants participate by adding a pin representing the work of a non-profit that inspires them to Pinterest and then sharing that pin on a special Overstock webpage. One winner will be awarded $2,500, and Overstock.com employees will give the non-profit 100 hours of time.
We’re always excited to see new cause-focused efforts utilizing Pinterest and this campaign presents an interesting mash-up of social media, cause and employee engagement. However, asking consumers to leave their online homes (in this case, Pinterest) adds an extra layer of effort, which raises the engagement barrier up a notch. The offer to donate 100 hours of employee time to an unidentified nonprofit, while generous, could either be supremely helpful or unfortunately misguided depending on the nonprofit selected. Nonprofit professionals…what’s your take on this effort? Add your comments below!