Furnishing homes for millennials
The Conran Shop is a leading luxury retailer of furniture and home accessories from iconic and up-and-coming designers from around the world. Founded by Terence Conran in 1974, their business has grown from a single retail shop selling furniture and home accessories to a brand that offers architecture, interior and product design. Shops are located in London, Paris and Japan.
With a 50 year heritage, The Conran Shop is well established among older audiences. They wanted to work with Pinterest to ensure that they continue to appeal to new generations of design-conscious consumers. The Conran Shop wanted to increase brand awareness amongst millennials and boost sales, both online and in-store.
“By establishing a presence on Pinterest and incorporating that into our online and offline shops, we’ve been able to introduce our brand to a new generation in creative, memorable ways. We’re confident that Pinterest is helping us reach younger audiences and make a lasting impression as they design for their homes.”
Blurring the lines between online and off
Pinterest’s visual platform suited The Conran Shop’s design aesthetic and goal of showcasing their collections.
To kick things off, The Conran Shop worked with Pinterest to develop a thoughtful organic strategy. They created 300 Pins that aligned with Pinterest’s creative best practices, and 15 boards to highlight specific products and designers. For example, one board focused on their exclusive model of the Ring Chair designed by Nanna and Jørgen Ditzel.
To fill out their boards and show a wide range of products, The Conran Shop used their product feed to dynamically create over 20,000 Product Rich Pins from their online catalogue.
Ahead of the London Design Festival in September 2018, The Conran Shop went all in. They created a multi-channel promotion to publicise the event, dubbed LDF18: The Conran Shop x Pinterest. The campaign encouraged people to visit the Conran Shop locations, and encouraged in-store shoppers to make the Pinterest app part of their experience.
In their flagship store at Michelin House in London’s Chelsea neighbourhood, The Conran Shop took the shopping experience to new levels. They created a window installation in the store, complete with physical replicas of their Pinterest boards, including 1,600 life-size Pins.
They also made liberal use of printed Pincodes, which take you to specific Pins or boards. The Conran Shop used Pincodes throughout the window installation. The Pincodes provided access to exclusive inspiration boards about iconic products. Throughout the store, a custom API experience let people save their favourite products with a simple tap on their phones.
Reaching 1.2 million people per month
The Conran Shop have been extremely happy with their Pinterest performance. They’ve also increased foot traffic with a few different metrics, including mentions on social media, Pinterest saves, launch party attendance and more.
On Pinterest alone, their total audience reach has grown to 1.2 million people2 – and 54% of them are millennials. Their monthly viewers have grown by 12%, and monthly engaged audience has grown by 11%.3
- Think of creative ways that work within your budget, such as putting Pincodes on branded paper to incorporate Pinterest into a larger, 360-degree campaign to reach your target audience at scale online and offline.
- Invest in your organic Pinterest strategies in order to build an even stronger brand presence.
- Follow the creative best practices! They really do help performance of both organic and Promoted Pins.
1–2Pinterest advertiser data, 2018
3comScore, US, Oct 2018