Los Angeles-based incubator and technology studio Science, has acquired Pinpuff, an India-based startup which measures the popularity of Pinterest users. The development was first reported by TechCrunch.
While the financial details of the acquisition were not disclosed, Science stated that Pinpuff will work with the studio’s in-house agency, HelloSociety, to help formulate a distribution strategy for the company’s upcoming product launches. It would also relocate Gaurav Sharma, founder and CEO of Pinpuff to its Los Angeles Headquarters.
Mike Jones, CEO of Science said that this acquisition was in line with Science’s strategy to build services and tools that assist influencers in building their audiences, and eventually turn them as actual businesses. He noted that Pinterest has been the second highest referral network for sales within Science companies. It plans to use Pinpuff’s technology and expertise to calculate true standard of reach across social networks. He said - ”Now that Pinterest is nearly as ubiquitous as Facebook and Twitter, and other platforms like The Fancy and Svpply are rising through the ranks, we can tap into the technology that Pinpuff has built to create a true gauge of reach – one that goes beyond clicks, page views, and static traffic numbers, one that measures the power of influence”.
Launched in February 2012, Pinpuff allows users to calculate their ‘Pinfluence’, which is essentially a measure of the influence, popularity, and reach of Pinterest users. In addition, it also allows users to view the total traffic generated by their pins and monetary value of each pin. It works quite similar to how the San Francisco based Klout or the London-based PeerIndex work except for the fact that the site focusses only on Pinterest. Interestingly, Pinpuff also has a perks program called ‘PinPerks‘ which offers exclusive gifts, invites, subscriptions or goodies to users based on their influence on Pinterest, which is quite similar to Klout’s perks program.
In March 2012, Pinpuff had claimed to have a total user base of 100,000 within just two weeks of its inception, adding 10,000 users on a daily basis. It had also apparently signed deals with around 100 brands who intend to track influence on Pinterest, as indicated by the TechCrunch report.
On the other side, Science has launched a series of e-commerce businesses like Dollar Shave Club, Wittlebee, DogVacay, Eventup and more recently Uncovet. It is backed by a group of investors like Rustic Canyon, White Star Capital, The Social+Capital Partnership, Tomorrow Ventures, Siemer Ventures, Philippe Camus, Jean-Marie Messier, Jonathan Miller and Dennis Phelps.