skills/creative-director/references/legendary-campaigns/cards/krylon-pinterest-yard-sale-2013.md

---
id: krylon-pinterest-yard-sale-2013
title: Pinterest Yard Sale
brand: Krylon
year: 2013
country: US
region: north_america
industry: cpg
pattern: [P09, P11]
category: social
idea_type: campaign
involvement: participation
channel: digital
duration: moment
goal: [awareness, trial, sales]
budget: low
emotion: [ironic_sincerity, triumphant]
emotion_tier: 3
insight_domain: status
media_epoch: social
awards: [clio]
quality_score: 6
scalability: regional
risk: safe
confidence: medium
quality: stub_enriched
source_url: https://clios.com/awards/winner/social-media/krylon/the-first-ever-pinterest-yard-sale-13108
---

# Pinterest Yard Sale (Krylon · 2013)

## Insight
People pin DIY inspiration on Pinterest constantly but rarely act on it. Krylon spray paint is the tool that closes the gap between pinned aspiration and real transformation.

## Mechanic
Krylon created the "first ever Pinterest yard sale" — buying cheap yard sale items, spray painting them in Krylon colours, pinning the before/after transformations, and selling the upgraded items. Each pin linked directly to the product used.

## Why it worked
The mechanic was native to Pinterest's format and psychology. It demonstrated product efficacy through real transformation, not claims. The social loop (pin → buy → transform → re-pin) was self-sustaining and generated genuine product proof.

## Steal
Build your campaign inside a platform's native behaviour loop rather than advertising on top of it. When the campaign format is indistinguishable from organic platform use, it earns rather than interrupts attention.

## Related
- Pattern: [[../MOC-pattern.md#p09]]
- Sibling: [[red-bull-stratos-2012.md|Stratos]]
- Sibling: [[snickers-hungerithm-2016.md|Hungerithm]]
- Emotion match: [[absolut-absolut-campaign-1981.md|Absolut _____]]

---

*Author: Serge Shima ([t.me/aimastersme](https://t.me/aimastersme) · [sergeshima.com](https://sergeshima.com) · [aimasters.me](https://aimasters.me)) · License: CC BY 4.0 — attribution required · Source: [smixs/creative-director-skill](https://github.com/smixs/creative-director-skill)*