Audience Building on Pinterest: Two Companies Doing it Right
A couple of years ago, I was introduced to a new website that has since changed my life: Pinterest. While I’ll admit to spending a little more time on it than I probably should, there is something about following and repining that makes it addicting. By simply exploring Pinterest, I have noticed that companies use a variety of methods to draw in potential customers. Two great examples of marketing that help to encourage repins, likes and possible buys are Lucky Brand and Anthroplogie.
Lucky Brand, a clothing company known for their denim, does Pinterest well because their boards capture the essence of the person who is going to wear their merchandise. This attracts the customer not only to the clothing, but to the brand itself. After looking at their pages, it is obvious that they are trying to attract someone who is free spirited, laid back and earthy. Lucky Brands’ boards contain color themes such as “Try out Turquoise,” where they have pinned beaches and vintage cars of that color with their products sprinkled in, such as a belt with turquoise detail. They also have boards of different astrological signs, seasons, music and patterns. Lucky Brand showcases their products with boards such as “Legendary Leather” and “Daily Denim,” but they do it in a subtle way. It is not solely about the products, but communicating the personality of the company.
Another brand that is using Pinterest the right way is the clothing and home furnishing company Anthroplogie. They have a similar strategy to Lucky Brand, using the boards to demonstrate the overall essence of the label. Anthropologie projects a sense of lightness, femininity and freshness. They have boards that showcase their merchandise, such as “Jewelry Spotlight” and “Sparkle and Shine” where their products are combined with other images of similar textures and colors. They also have boards for things other than clothing, such as “In the Office” and “Deck the Home.”
When I look at these boards, I am drawn in by the beautiful colors, textures and brightness. They display their products in a way that makes you want to explore more.
Lucky Brand and Anthroplogie are taking full advantage of Pinterest because they don’t come across as just trying to sell you stuff, they want to be a part of who you are. They are still reaching out to their customers, but they know who these customers are, and are playing to that. Whether it’s Anthroplogie’s “In the Garden,” or Lucky Brand’s “Just Gypsy,” it’s more than just a board of clothes; it’s an overall lifestyle. These boards are telling a story with their pins.
This concept doesn’t have to be applied solely to clothing. By tying in your products with other things that can relate and appeal to your audience, it shows that you are not only interested in selling your product, but investing in the customers themselves. Lucky Brand and Anthropologie are both great examples of companies that make a connection with their target audience, which is why they are doing Pinterest right.