The home furnishings brand promoted their new “Let’s create” slogan with a multi-channel campaign and Pinterest-based competition, resulting in 4,000 new boards and 100,000 new Pins. Pinterest also drives over 75% of referral traffic to the website and has significantly increased engagement numbers.
Promoting the in-store experience
Maisons du Monde designs, manufactures and sells furniture and home décor. Founded in France in 1990, the brand now offers its distinctive and affordable collections in more than 250 shops across Europe, including France, Italy, Spain, Luxembourg, Belgium, Germany, Switzerland and the UK. Maisons du Monde’s mission is to “release everyone’s creativity” when decorating their homes.
In September 2017, the company was looking to position itself as a source of daily decorating inspiration. In particular, they wanted to promote their new slogan, “Let’s create”, as a way to highlight the mix of fun and innovation at the heart of the brand.
People in France save 2.7 million ideas to Pinterest daily1 – just one of the reasons why Maisons du Monde made the platform a key piece of their campaign. Pinterest is also where people look for home accessories. In the US, 60% of people on Pinterest use it to make a purchase decision or help decide how to decorate their home.2
Maisons du Monde wanted to use multiple channels, hopefully encouraging shoppers to engage with the brand’s new collections online and follow through to visit one of their shops. Specifically, the home décor retailer aimed to increase reach and awareness, drive more traffic to their landing page and increase the number of Pins and boards that featured Maisons du Monde merchandise.
“With this success in France on Pinterest, we now intend to scale our partnership with Pinterest across our European markets.”
Taking a multi-channel approach
Initially, Maisons du Monde planned to promote living room products in the campaign. But the Pinterest account team encouraged them to shift focus to the bedroom – as “bedroom” and “cosy” were some of the most popular keywords in the Home category on Pinterest in 2017.3
In response, Maisons du Monde ran a competition encouraging consumers to dedicate boards to “My perfect cosy bedroom”. The competition offered 2,500 euros in shop credit to help the winning Pinner turn their dream into a reality. To promote the competition and their new bedroom collections, the brand created boards in partnership with top home décor publisher Deco.fr and five home décor influencers.
Maisons du Monde made it easy for people to create bedroom wish lists by adding the Save button to every item in their product catalogue. They used Rich Pins to provide more product information, including dimensions and prices. Images included room shots featuring a number of Maisons du Monde products together, as well as collages of product shots. The brand also labelled different styles, including shabby chic, nature, travel, Bohemian, industrial hipster and Nordic.
The home retailer also learned that vertical Pins with text overlays outperformed other formats – an insight gained from using Pinterest Analytics.
In addition to working with Deco.fr and the influencers, the brand also amplified the campaign with promotions on social media, via physical flyers distributed throughout France and with printed Pins displayed in shops. The multi-channel approach expanded its audience and reinforced the “Let’s create” message wherever people encountered Maisons du Monde products.
Expanding a winning campaign
The campaign was a major success both online and in shops. As a result, Pinterest provides Maisons du Monde’s top source of organic social traffic. Compared with the same time the previous month, the campaign drove:
Over 4,000 new boards
Over 100,000 new Pins
4x increase in saved Pins
75% increase in website traffic
3x increase in impressions
Furthermore, the brand discovered that people on Pinterest spent more time curating, engaging and interacting with Maisons du Monde content than people on other platforms. They also found that their existing customers were highly active on Pinterest. As a result, Maisons du Monde plan to expand their Pinterest campaign across Europe.
1Pinterest internal data, 2017
2Gfk, Dec 2017. Pinterest in the path to purchase among its weekly users. Commissioned by Pinterest
3Pinterest internal data, 2017
“Our clients love starting home projects by finding inspiration and discovering ideas on Pinterest and then turning to our online or physical shops to make that project happen.”