CONGERS, N.Y.-Casabella picked Allyson Becker as the winner of its Pinterest contest spotlighting the company’s new Neon line of cleaning tools.
Contest entrants were asked to “pin” their favorite neon inspirations using the hashtag #CleanWithNeon. Becker’s winning entry consisted of a variety of lifestyle images in neon colors, including faces, flowers, neon signs and even a group of Eiffel Tower models colored in neon. The runner-up prize went to Jessica Howard, who pinned images from homes also in neon colors.
The contest was geared toward marketing the Neon line to millennials, according to Judi Alexander, Casabella’s vice president of marketing. “Pinterest was an obvious platform for this contest,” Alexander said. “According to the Pew Research Center, millennial females are (one) of the largest populations to regularly use this social site, and we wanted to tap into this influential demographic.”
Casabella formally launched the Neon collection at this March’s International Home + Housewares Show.