Buick Takes Blogger Design from ‘Pinboard to Dashboard
Interior designer and blogger Michael Wurm Jr. creates design concept for Encore
DETROIT – An interior designer and blogger who owns a bed and breakfast in Pennsylvania was chosen this week by lifestyle editors of major publications to have his Buick Encore “Pinboard to Dashboard” design showcased during the 2013 New York Auto Show.Michael Wurm Jr., whose site, Inspired by Charm, has nearly 4 million followers on Pinterest, was selected by Buick with nine other influential design, fashion and food bloggers to create pinboards in the first-of-its-kind design program launched in October.
“It’s a blogger’s dream come true. From start to finish, I was checking out what the other participants were doing and I thought everyone had a strong design,” said Wurm. “I had no idea whose design would be selected because you really got to see everyone’s style and I was in love with all of them. I have a totally different perspective of Buick now.”
One of the fastest-growing social media platforms, Pinterest invites users to organize favorite products, designs, and other items on digital “pinboards.”
The goal for the creators was to showcase how the Buick Encore luxury small crossover spoke to their personal style and life passions.
Wurm’s ideas were initially selected as one of the top five most-creative Pinterest inspiration boards based on the response the pinboards generated online and input from the Buick team. Those five boards were then translated into a digital, fashion-inspired Buick Encore Look Book to showcase each blogger’s unique artistic vision for his or her Encore.
A majority of the more than 20 lifestyle editors who voted from publications and outlets such as Lucky, Oprah, Woman’s World, Essence, Uptown, Good Housekeeping, TheHuffington Post and She Knows selected Wurm’s design.
Seventy-one percent of Pinterest’s nearly 25 million users are under the age of 45 and 50 percent are 25-44, an important market for the all-new Encore. To date, the “Pinboard to Dashboard” program has generated more than 17 million unique visitors, followers or users across Pinterest, Facebook, Twitter, Instagram and blogs.
“Knowing the Encore’s target audience spends a great deal of time online, and on Pinterest, we created a social strategy to reach them where they ‘live’,” said Lloyd Biermann, Buick Crossovers marketing manager. “Pinterest and this program help visually explain and reveal the beauty of the Encore from a third-party perspective. We were impressed by the level of creativity and inspiration these bloggers created with their pinboards.”
According to a recent Bizrate Insights study, 70 percent of Pinterest users say they use the site to get shopping inspiration, and 43 percent say they use it to associate with brands/retailers.
Wurm’s site shares his best furniture finds, home decorating tips, craft projects and delectable recipes.
The Buick Encore “Pinboard to Dashboard” program also featured these bloggers:
- Aly Walansky of A Little Aly-tude
- Katie Rodgers of Paper Fashion
- Jessica Sturdy of Bows & Sequins
- Julie Deily of The Little Kitchen
- Shannon Ables of The Simply Luxurious Life
- Julie Thigpen of Belle Maison 23
- Jeanne Chan of Shop Sweet Things
- Susie Anderson of We Are Not Martha
- Maia McDonald of Conundrum
Source: [GM Media]
