Pinterest is expanding its reach this weekend, partnering with Michaels craft stores to host Pinterest-inspired parties. The Pinterest parties are scheduled for this Sunday, November 10, and will be hosted at all Michaels locations throughout the US and Canada, with the exception of Quebec.
This Pinterest partnership with Michaels is different from its partnerships with stores like Nordstrom because Pinterest and Michaels have added a third string to the arrangement by including bloggers. According Michaels director of digital and social media Robert Freeman, a selection of craft bloggers will be hosting the Pinterest parties in 17 cities, spreading from Portland, Oregon to Baltimore, Maryland.
“We have also tapped into our blogger relations team and we are working with over 20 top craft bloggers across the U.S. and they are actually hosting the Pinterest event at their local Michaels,” said Freeman, “We view this as a great way for the bloggers to meet their followers and a way for Michaels to leverage their loyal fan bases.”
Beyond leveraging a team of craft bloggers, the Pinterest parties are being promoted via several different channels, from Michaels In Store Featured Pinterest Ideas Pinterest board developed by the company’s social team, to its Facebook, Twitter, Instagram, Foursquare and Google+ accounts.
Freeman says his company started a good relationship with Pinterest soon after the social media site launched, “We saw the value in the synergy between the two brands,” said Freeman, “and they have been a great partner.”