Success story

ELLE Magazine

ELLE is the world’s leading fashion brand, with 43 editions in 60 countries, reaching 21 million readers who find a rich mix of fashion, beauty and culture that invites women to have fun, experiment with trends and hone their own personal style.
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ELLE.com uses Pinterest to expose the breadth and depth of its beautiful imagery to a vast new audience.
Brian Madden Brian Madden Executive Director of Audience Development and Social Media

ELLE gives pinners a front row seat to Fashion Week

For ELLE readers, the Fall and Spring Fashion Week runway shows in New York, London, Milan and Paris are highly anticipated events. In the U.S., the brand’s goal to offer a unique perspective on the designer’s shows was achieved by using Pinterest as a visual destination to share the full story of the collections. Pinners watched fashion unfold as ELLE pinned each look that came down the runway to their Runway Trends board.

ELLE’s live pinning approach created a significant boost in pin virality and referral traffic. The Runway Trends board saw seven times the activity as their other boards, with more than 16,000 repins and nearly 4,000 likes during New York Fashion Week alone. Referral traffic from Pinterest to ELLE.com grew by 13% throughout the week, as users sought to learn more about the designer’s collections.

“Pinterest’s continuous grid allows for a comprehensive view of all the collections in one place. Watching the images in the Pinterest stream is like being in the front row at Fashion Week—users are able to experience each collection and each designer’s vision in its entirety.”

Elle uses Pinterest to inspire women to explore and celebrate their own style in all aspects of their lives. 

ELLE improves content discovery

ELLE has a rich archive of well-researched lifestyle, fashion, and beauty content, as well as a dedicated digital content team that produces new content daily, prioritizing what to showcase on the homepage, in newsletters and across the social web. Using Pinterest boards, ELLE can easily utilize evergreen content and share it daily with pinners, sending them back to Elle.com to discover even more. It also helps ELLE realize greater value from timeless stories.

Today, ELLE sees that certain content receives more than 70% of traffic from Pinterest, which is now the #1 referrer to some of the most popular categories on ELLE.com. Evergreen content—like beauty tips and how-to’s—are consistently winning a spot on the Most Repinned tab in Pinterest Web Analytics. For example, a Hair Care Tips pin is not only responsible for driving more than 23,000 page views and 2,500 repins in the past month, it has also been found in the top repins each day as far back as ELLE tracks.

Until Pinterest, people mainly discovered ELLE content through search. Today that discovery is happening on Pinterest where users can see more diverse content at a glance. Now it’s also easy for us to understand which topics are most interesting by browsing the Most Repinned or Most Clicked tabs on Pinterest Web Analytics.

An efficient way to learn what their audience wants

As a leader in all things style, ELLE maintains its edge by staying on top of its audience’s interests. ELLE gets real-time, qualitative feedback through Pinterest Web Analytics to analyze pins trending on ELLE.com. In addition, ELLE encourages pinners to create their own inspiration boards around focused topics, providing unique insights into what’s top-of-mind for users.

Over the holiday period, ELLE invited users to curate boards around their own ideas of holiday style using content from around the web. Users curated boards in keeping with themes highly consistent with the ELLE brand, but there were surprises too: some boards also included beautiful imagery of travel, décor, food, drink—even stationery. Based on these insights, ELLE is considering new content categories to appeal to the varied interests of their audience.

“Typical qualitative research studies can cost thousands of dollars, requiring months of effort and data that can be hard to consume. Pinterest has enabled ELLE to take the pulse of our audience quickly and easily. They can discover very actionable insights about their audience through a simple, visual deep dive into their interests.”

 

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