The 127 Corridor Sale, known as “the world’s largest yard sale,” happens during a four-day weekend every August along Highway 127, which stretches more than 690 miles from Michigan to Alabama.
Last summer, Krylon, a spray-paint company, sent “DIY experts” to buy 127 “worthless” items along the route and transform them into something desirable, according to the company. After the yard sale ended, Krylon listed all of its transformed items for sale online, becoming the first brand to use Pinterest’s buyable pin feature. All of the proceeds (roughly $2,000) went to charity.
As a result, Krylon’s Pinterest following increased by 4,400 percent, and the company estimates it gained $2.7 million in earned media on a $200,000 budget. The campaign also won a 2016 Shorty Award in the Pinterest, Home & Décor category.