Buick Takes Blogger Design from ‘Pinboard to Dashboard’

Interior designer and blogger Michael Wurm Jr. creates design concept for Encore


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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, The Huffington 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:

The 2013 Buick Encore five-passenger luxury small crossover is designed and engineered for driver confidence and versatility. Powered by a 1.4L turbocharged engine, it has an EPA-estimated 33 mpg highway fuel economy, with a standard six-speed automatic transmission and front-wheel drive. It features purposeful, intuitive and personalized technologies and connectivity including Intellilink and QuietTuning with Buick’s first use of Bose Active Noise Cancellation.

Buick is a modern luxury brand offering vehicles with sculpted designs, luxurious interiors with thoughtful personal technologies, along with responsive-yet-efficient performance. Buick is attracting new customers with its portfolio of award-winning luxury models, including the Enclave crossover, LaCrosse sedan, Regal sport sedan, Buick Verano sedan and the all-new 2013 Encore crossover. Learn more about Buick cars and crossovers at www.buick.com, on Twitter @buick or at www.facebook.com/buick.

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Buick Encore "Pinboard to Dashboard" design program

As part of the Buick Encore "Pinboard to Dashboard" design program, Buick selected 10 influential design, fashion and food bloggers to create pinboards on Pinterest showcasing how the all-new luxury small crossover spoke to their personal style and life passions. Participants in the first-of-its-kind program included from left to right Jessica Sturdy of Bows & Sequins, Katie Rodgers of Paper Fashion, Aly Walansky of A Little Aly-tude (kneeling), Shannon Ables of The Simply Luxurious Life, Julie Deily of The Little Kitchen, Michael Wurm of Inspired by Charm and Julie Thigpen of Belle Maison 23. Not pictured are Susie Anderson of We Are Not Martha, Jeanne Chan of Shop Sweet Things and Maia McDonald of Conundrum.


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