The right mix of Pins
The Container Store organizes their boards to reach different audiences, like boards for college dorms, wedding showers, and teachers.
The Container Store dug into Pinterest analytics to learn which Pins were most popular and based on their findings, they collaborated with their in-house creative team to create custom images that would generate even more engagement on Pinterest. For their brand, that meant creating alternate images that showed the product in use or with a background. The creative team also created a template to better highlight video Pins.
In order to be part of the greater Pinner community, The Container Store makes sure to share ideas from others, too. About two-thirds of their Pins are original content and the rest come from other relevant resources. Many of their Pins are about tips, ideas and inspiration, and they’ve found Pinners like both original and outside content.
And they’re still learning. One of The Container Store’s top repins was a product called BluApple Product Fresh Guard that prevents fruits and vegetables from ripening too fast. The merchandising team at The Container Store was curious about why the product was selling so well and soon discovered it had been a popular Pin. Now, the buying team thinks about other products that could gain traction on Pinterest and works closely with the social team to feature those solutions.
“We view Pinterest as a success for us given the high engagement with our boards, ever increasing followers and repins and the traffic and sales it drives online and to our stores,” Steed said.
Suggestions from The Container Store
Send out targeted Pinterest emails that curate Pins for different audiences
Promote popular Pinterest content on your website with badges and a Top Pinned category
Use analytics to track what's popular and influence merchandising decisions