The Chicago-based design, manufacture and retail company gets at least 35% of their sales from Pinterest.
Drive more traffic that leads to conversions
Sam Devenport caught the woodwork bug in his mid-20s when he started working for his parents business, building high-end bookcases. Within a few years, the Chicago native had identified an interesting gap in the American furniture market: There wasn’t much contemporary furniture crafted from solid hardwood available at a reasonable price point.
As they sought to fill this gap, Sam and his business partner – Pia Narula – realised that by doing all their manufacturing in house, they could make heirloom-quality furniture at a more reasonable price point. They chose to create simple, clean, mid-century-inspired pieces with a focus on quality materials and American craftsmanship.
In August 2016, 57st. design decided to establish a presence on Pinterest. They knew it was a visual platform where people go when they’re looking for inspiration around décor, furniture and other home items. More than 27 million people saved over 1.7 billion home-décor Pins in 2016.1 And in home décor, furniture was actually the most saved product on Pinterest last year.2 Over 85% of home-décor shoppers say that they’re browsing Pinterest to find ideas, which is great news for a smaller brand like 57st. design.3
They had two goals in mind: Increase exposure to and awareness of their brand, and drive website traffic that would lead to sales. They started building a Pinterest following organically. Soon, they began promoting their Pins because it was less expensive compared to other digital advertising. Plus, creating content was easy.
“Pinterest is responsible for at least 35% of our revenue. We get very, very good traffic at a fraction of the cost of other platforms.”
Great creative and thoughtful testing gets results
One key to 57st. design’s Promoted Pin success has been a/b testing Promoted Pins that feature individual product shots, and also shots that show a product within a home or other product-appropriate space.
Making sure that their Pins have a combination of multiple shots has consistently worked well for them. And they always choose the highest quality shots from their image catalogue.
To run the a/b tests, they create multiple Pins and run them for a few weeks to see how they perform before deciding how to optimise.
For targeting, they focus on using keywords and always check to make sure that their choices align with the product that they’re showing. One of their best-performing Pinterest campaigns, for a platform bed, didn’t just use 'beds' or even 'modern beds'. More specific terms like 'contemporary platform bed with drawers' were also included in their keyword list.
High-impact traffic and tons of sales, directly from Pinterest
Almost every day, people will call 57st. design and say, 'Hey! I found you guys on Pinterest'. In total, at least 35% of their sales are acquired through Pinterest.
57st. design has also seen 50–60% of their website traffic come from Pinterest, and that traffic is 3–4x better quality than comparable digital ad platforms – with lower bounce rates, longer sessions and more pages viewed per session. And they’re paying ¼ the cost per click for this traffic, compared to other platforms.
There’s also a nice residual effect to 57st. design’s Promoted Pins campaigns. As their Pins continue to be saved to boards – and then saved again and again – they’re getting a lot of earned impressions.
'The proliferating nature of our presence is something that’s really attractive to us about Pinterest,' says Sam.
1Pinterest internal data, 2016
2Pinterest internal data, 2016
3Pinterest internal analysis, 2017
“We knew that a lot of our customers were living in major metropolitan areas. They care about things like design and are deliberate consumers who care about how and where things are made. In the last year, we’ve learned that they’re on Pinterest too.”