The Argentinian home-improvement retailer published new Product Pins showcasing their products to inspire home-décor ideas, grow their following on Pinterest and increase referral traffic to their website.
Encouraging Argentines to spruce up their homes
Easy is Argentina’s number one home-improvement retailer. Founded in 1993, the chain specialises in everything for the home, including construction and remodelling materials, as well as equipment for the house and garden. Easy’s 44 Argentinian retail stores provide comprehensive solutions for the do-it-yourself (DIY) crowd, including over 50,000 products at each location.
On Pinterest, Easy wanted to position themselves as Argentina’s most inspiring source for home decoration ideas. They aimed to showcase their products in a way that increased awareness about the variety of products they carry, motivated people to improve their homes and encouraged them to click over to the Easy website.
Easy knew that Pinterest was a great place to reach their audience. Home décor is one of the biggest categories on Pinterest. Over 14 million DIY and home ideas are saved in Argentina each month.1
“We started out with the goal of traffic referrals, and we got that plus so much more. Pinterest Analytics helped us understand what people clicked and saved, providing insights into current and upcoming trends.”
Understanding what works with Analytics
To establish a presence on Pinterest, Easy saved Pins to their boards every day. The Pins feature clean, professional photos of the retailer’s many products as you would see them in a home or showroom. The descriptions provide ideas about how to use the item pictured. They also frequently provided content to be highlighted on Pinterest – a snapshot of what’s trending – customised for individuals based on how they’ve used Pinterest in the past or what they’ve specified they want to see.
Easy used Product Pins, a type of Rich Pin, to make shopping easier. Product Pins can include real-time pricing, availability and information on where to buy. These Pins linked directly to Easy’s website, creating referral traffic. Easy organised their boards by product category, like interior furniture, textiles and more.
Easy also wanted their website visitors to find them on Pinterest. So, they added a 'Follow us on Pinterest' button to their web and mobile sites. They also added the Save button to their product pages to make it simple for people to save product ideas directly to Pinterest.
Pinterest Analytics helped the team understand which of their Pins were most popular. Based on what they learned, Easy’s editorial team adjusted their strategy over time, optimising both their images and Pin descriptions. Insights from Pinterest Analytics also helped Easy to spot upcoming trends in décor styles.
Reaching the right audience
Easy successfully connected with their target audience on Pinterest – Argentines interested in DIY projects and home décor ideas. The retailer attracted quite a following on Pinterest with their inspiring Pins. When Easy’s board for children’s room decorating ideas appeared on Pinterest, impressions skyrocketed to 5x the previous rate.
Because of their Pinterest activity, Easy saw website referrals grow. They also grew their metrics on Pinterest itself, boosting traffic to their profile, boards and Pins.
1Pinterest internal data, 2017