Vogue Paris has more than 13,000 Pins and 48 boards, bringing the latest in fashion and lifestyle trends to people on Pinterest. They created boards that map to different sections of their website, Vogue.fr. There are boards for weddings, beauty, shoes, travel, runway looks and more. Vogue’s Pins are highly visual, professionally shot by the brand’s photographers. Vogue Paris also made sure that all of their Pins linked back to the Vogue.fr website so that the magazine could get the most referral traffic back.
Le look du jour is their most popular board, featuring daily celebrity looks to inspire followers. Vogue Paris also found that product shots— like images of sunglasses and shoes—perform well for them.
Their collection of covers is also popular, helping people browse new and past issues.
“Thanks to Pinterest, Vogue can highlight its visuals and create a visual database to share with its users.”
Even better: from December 2013, traffic from Pinterest increased by 75% in just 6 months.
Pinterest visitors spend almost 3 minutes per visit to Vogue.fr, and they consume more than 13 pages during each visit. The most popular website sections they visit are: street looks, catwalk designs during Fashion Week, weddings and celebrities.
Vogue Paris also promote Pinterest in their other marketing. They add a link to their Pinterest profile in their newsletter, website and mobile app. They’re also planning to promote Pinterest in the physical magazine and start using Promoted Pins when they become available internationally.
“Pinterest offers big opportunities in terms of advertising” Herz said. “We are looking for a way to monetise our Pins and integrate Pinterest into our advertising special operations”.
Image: David Sims