Allrecipes creates a seamless food sharing experience

As the world’s largest digital food brand, Allrecipes reaches a global digital community of 30 million aspiring home cooks who discover and share everyday food inspiration. They make it simple for home cooks to connect around shared food experiences.

Goals

  • Grow the Allrecipes community
  • Make it easy to discover recipes and videos
  • Send high-quality traffic to allrecipes.com
We curate relevant and timely content to fuel a dialogue around cooking. By cross-pollinating among Pinterest, allrecipes.com, and email marketing, we create a seamless experience that allows us to connect more deeply with our existing community and reach new audiences.

Esmee Williams, VP of Brand Marketing

Driving traffic with the Pin It button

Leading up to the busy holiday season, Allrecipes wanted to make sure they were the first place to go for anyone planning a meal. They added the Pin It button on each recipe page after noticing a big surge in referral traffic from people on Pinterest. They also designed a new page template where the Pin It button is above the fold adjacent to recipe photos and videos, which made it especially easy for community members to share recipes.

Allrecipes saw dramatic results. Within three months, more than 50,000 recipes were pinned resulting in 139 million Pinterest impressions, and clicks on Allrecipes’ Pinterest content increased more than 900%.

Adding the Pin It button can help get your content onto Pinterest and make it more likely that you’ll get new traffic back.

“Since we added the Pin It button to our site, we’ve seen a significant increase in the volume of recipes and videos shared daily—resulting in dramatic boosts in the daily social referrals Allrecipes receives from Pinterest. This makes our content more discoverable, which grows our community.”

Using email marketing to drive pins

After seeing such positive results from adding the Pin It button to their site, Allrecipes learned that community members were excited to share their food inspiration. To make the sharing process easier, they featured Pinterest in their marketing emails distributed to more than 6 million monthly subscribers. The emails featured images from popular pins and included strong calls to action, including “Follow Allrecipes on Pinterest” or “Give it a repin.”

Using the Pin It button or featuring top pins in your email campaigns can have a huge impact on customer engagement.

Pinterest targeted marketing had a dramatic effect on engagement, resulting in more traffic to Allrecipes. In less than a week after the release of the Scoop newsletter, the number of clicks to Allrecipes.com from Pinterest increased 4x, repins and likes of the featured images increased by more than 3x, and reach grew by 2x.

Fostering a community of Allrecipes Allstars

An active group known as the Allrecipes Allstars has contributed to Allrecipes’ success over the years. Allstars create great content, encourage sharing, and help build the Allrecipes community. To recognize these influencers and make them feel comfortable on Pinterest, Allrecipes conducted special sessions to help the Allstars learn and get excited about Allrecipes on Pinterest. They knew that if they got the Allstars excited, others would follow.

“We were committed to continue our growth, and knew we needed to activate this influential group on Pinterest. The training program was a great success—they were excited, and sharing best practices with each other. The chain is this: Pinterest has inspired us. We’ve inspired them, and they’ve inspired each other.”

You can grow your community by educating your strongest advocates on how they can use Pinterest to collaborate and share.
Publishing pinnable content to the Allrecipes community keeps our brand top of mind. Using the Pin It buttons and Pinterest-focused emails encourages our community to evangelize our content and helps it reach a broader audience. We also adjust our tactics weekly to ensure they’re seasonally relevant.

Esmee Williams, VP of Brand Marketing

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