We’ve created a thriving online community for Kirkland’s, and we’ve headed up countless successful Facebook promotions. So, naturally, when Pinterest came along, we couldn’t wait to conquer that frontier, too. But while everyone else was focusing on merely having a Pinterest presence, we decided to take things a bit further. We turned this new phenomenon into a valuable tool that reached new audiences and provided measurable results.
We know that our existing customers like sharing tips and pictures of home decor. We also know that Pinterest is widely used among women from 25-44 years old. So, we built The Pinning Parlor, a microsite full of inspiration, DIY tips and, yes, pinnable images. Besides engaging current customers, this site is geared toward reaching new people throughout the Pinterest world and drawing them to the Kirkland’s brand.
After studying how people pin and what they pin, we realized that it wasn’t enough to simply show product images. We needed to reposition those products in a way that would be shared again and again, to reach beyond our core Kirkland’s fans. Knowing that, we created custom photography of beautiful spaces (styled by us) and equally beautiful items (Kirkland’s, of course) and proudly placed our hero images front and center on The Pinning Parlor mantel.
Although the Pinning Parlor will continue to have new content added regularly, our one month promotion has wrapped up – or more accurately, cleaned up. Having earned 150K pins in just 30 days, the Pinning Parlor more than tripled the industry average. Even more importantly, we’ve discovered the deeper realities of Pinterest as an advertising platform – from the lifecycle of a single pin to its value in ROI. Not bad for a month’s work, huh?