Pinterest Case Study - Shining Threads Boutique

In January 2021, my client Shining Threads (which is a regional clothing boutique) planned to grow its brand awareness online.

It was a new brand, that launched its online presence in 2020 via website and Social media platforms like Instagram and Facebook. As the next step on Ladder, I suggested Pinterest as it has a high growth rate in a short span of time.

Pinterest is a visual search engine, which can help grow your brand visually. Hence it is the best platform when it comes to fashion. People love shopping and getting inspired to buy. Hence, that was our motto - To inspire people with the brand's latest designs and collections after which they will land on the website via links posted and products displayed on Pinterest.

To increase Brand Awareness organically, further driving website visits 🖥️

To do so, we created a Pintestes account, posted it and optimised it accordingly.

Goals : • To Increase Monthly Views • Website Visits • Create a Loyal Audience Community

Before starting, it was important to do some research about the trends on Pinterest. Hence the research included -

Defining the Target Audience

Keyword Research

Competition Research

Studying the current algorithms and strategies which were working well for other accounts.

Hashtag Research

Content Strategy for a month

Content Creation & Batching

After getting the research done, it was time to create content. For creating pins, I used Canva. The content included both static posts and video content. While static content was more in demand and easy to make at that time. The video content included reels. I experimented with Tailwind too, but the client was more satisfied with Canva.

We had a lot of products to post, hence we focused on content batching. Also, it was time efficient for both me and the client.

Content Scheduling

According to my research analysis, we needed to post at least 3 pins a day. Content scheduling helped us to experiment with the optimal time. The content was scheduled directly on Pinterest. I did find it more convenient and no other subscription was required to schedule unlimited posts.

Optimising Pinterest Profile

As for a new account, I started by optimising the business account, so that the account can be discovered easily and get ranked according to the algorithm.

Keyword optimised username and bio

Designing the cover page

Integrating website and Instagram account

Creating and organised boards

Achieving milestones & the new measures taken

We were able to achieve 1.5 lakh monthly viewers, just organically in 3-4 months.

Number of followers increased and the enquiries related to dresses on Pinterest.

In April 2021, Idea Pins were introduced in India, which gave us an opportunity to boost the account even more.

On Idea Pins, we focused on video content and saw instant results of getting thousands of views in a day.

Eventually, this led to approx 4 lakh+ monthly views. Sometimes even 50-80k views a day.

Even working simultaneously for just 4 months and then posting in between approx once a week for 1 year and saw 3.7 million plus views on a new account made from scratch.

Even being just a regional clothing brand (Designing Punjabi Dresses- Salwar Kameez) for women, we were able to achieve these numbers. Hence the power of Pinterest.

Even after 2 years of creating the account, without actively posting content it is still getting the client lakhs of viewers per month. Hence prooving the content longevity on Pinterest.

Also, we saw a huge increase in saves and website visits. The majority of the client's website traffic was from Pinterest.

A few signature designs of the client got viral and the effect could be seen in the offline market too.

We had a successful brand awareness, not just from India, but also from Canada, the USA, and Australia which became one of the prime client bases for the client in future.

Gagan Chahal The owner (Shining Threads Boutique)

Pinterest Profile - Shining Threads Boutique

I believe that Pinterest holds a lot of power as a search engine and as well as a social media platform. Any business can grow on it much faster than on other platforms along with getting a good amount of website traffic. Pinterest also helps your brand (Your Pinterest Boards) to rank on Google.

If you are a brand related to fashion, home and decor, gardening, travel, art, design, technology, food or more - If you are not on Pinterest, you are losing a good number of audiences.