Launching a product takes creativity, precision and a surefire means of scale. Cost Plus World Market—a specialty retailer that offers home décor, entertaining items, gifts, food, and (our personal favorite) wine—touched upon all three of these attributes when releasing their latest collection of global goods. Here, we explore how the brand leveraged Pinterest, as well as the power of social influencers, to build awareness and generate excitement around their Desert Caravan Collection, an eclectic fall assortment of globally inspired designs.
Driving Discovery on Pinterest, a Platform that Favors the Funky
World Market’s collections are full of charm, from hand-woven laundry baskets, to pillows constructed out of traditional saris, to coffee tables made of weathered wood. With this distinguished roster, it’s easy to see why World Market’s pieces are a natural fit for a discovery-driven platform like Pinterest. The channel itself embraces the delightful, and World Market’s treasures are nothing if not that.
To drive awareness around their new fall collection, the World Market team designed the Spruce Up Your Space Sweepstakes. The Pinterest promotion ran over a two-week period. Using Curalate’s dashboard, World Market was able to build, measure and analyze the performance of campaign-related pins, including which images from the Desert Caravan Collection were most popular and how much of the brand’s on-site traffic was driven by this initiative.
To enter, pinners were asked to:
- Follow World Market on Pinterest. This is an effective way for a brand to grow their Pinterest community.
- Pin their favorite fall item. Campaign pins featured products from World Market’s new collection. Pins were shared to the Spruce Up Your Space board, thereby increasing the distribution of their images across Pinterest and, consequently, referral traffic back to their website
- Enter their full name and email. A bonus! Collecting emails enabled World Market to grow their user base and extend communication beyond the campaign.
Leveraging Pinterest Influencers to Reach a Bigger Audience
To accelerate sweepstakes entries, World Market partnered with a Pinterest influencer from their community. For the job, the team tapped top design blogger Kate Riley of “Centsational Girl.” Kate, a value hunter and self-proclaimed DIYer, endorsed World Market’s collection and reinforced the campaign in two important ways.
1. Write on! Build awareness and drive site traffic with a blog.
The first way Kate supported the collection was by posting an article on her blog to announce her official participation in World Market’s campaign and drive awareness around the Desert Caravan Collection. The post was packed with beautiful images implicitly endorsing the products (that is, without any explicit sales verbiage).
World Market also sponsored an exclusive giveaway for readers at the end of Kate’s blog, which ran concurrently to their larger campaign. To enter, readers were simply asked to visit World Market’s website, pick a favorite item from the collection, and name it in the comments section of the blog. The giveaway received more than 500 comments and drove traffic to worldmarket.com. These individuals also shared how they envisioned using the product. We’ve included a few examples of these aspirational responses below.
2. A curated “top picks” board on Pinterest
Kate also created an exclusive Pinterest board featuring “Centsational Girl’s Top Picks” (this board attracted more than 154k followers over the course of the campaign). Each pin includes detailed product descriptions to ensure that anyone who subsequently discovers a product image knows exactly what they’re looking at and where they can find it. This is particularly beneficial on an aspirational platform like Pinterest, where consumers are likely to search for and stumble upon products that they may eventually consider buying.
Powering Products with Pinterest and Influencers
By turning a line of products into an interactive online event, World Market was able to get consumers more deeply involved with their brand – a smart way to trigger excitement, affinity, and in a lot of ways, the purchase process in itself. For more ideas on how to grow your presence on the visual web, download our latest guide. In it, you’ll find more than a dozen ways to market more effectively on image-centric platforms like Pinterest as well as Instagram and Tumblr.
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