After the fashion styling app set up the Pinterest API, they teamed up with Pinterest in Japan to run a co-marketing campaign that generated 24x more Pin creates and boosted app traffic by 118%.
Helping people discover styles they love
WEAR is one of Japan’s top fashion apps, with 9 million downloads and 6 million styling posts. They are owned by Start Today, the online fashion giant behind Japan’s biggest e-commerce clothing site, ZOZOTOWN. Many of WEAR’s style items are linked to ZOZOTOWN, so people can shop for their favourite looks or find styling ideas for things they've purchased.
WEAR had two main goals when setting up the Pinterest API: to spread more style content and to reach new audiences on Pinterest. They also wanted to build excitement around the app’s new “public folder” feature, which integrates with Pinterest.
Sparking engagement and driving more traffic
WEAR was pleased with the campaign results. Within ten weeks, traffic from Pinterest to WEAR increased by 118%. Pins featuring WEAR content also jumped 24x and the number of boards increased 19x.
“Our users discover what they love on Pinterest and save ideas that help them visualise who they want to be. They create their own styles inspired by ideas on Pinterest and post their style pics on WEAR.”
Partnering with Pinterest to create excitement
WEAR developed a new “public folder” feature where people could save their favourite styles, and integrated it with Pinterest so that content could spread easily between the app and the Pinterest platform. They set up the Pinterest API to generate boards and Pins automatically when people created public folders and added styles to them from the WEAR app.
To create excitement around these new features, WEAR and Pinterest collaborated on a co-marketing campaign that included a special competition for the best themed boards in the women’s, men’s and children’s fashion categories. To participate, people had to create a public folder in the WEAR app, which automatically generated a Pinterest board. Then they saved their style ideas to this folder, which added Pins to their Pinterest board.
WEAR and Pinterest featured six fashion influencers, called WEARISTAS, on the Pinterest Explore tab and on WEAR’s campaign landing page to build even more interest. Pinterest promoted the campaign via social media, blog and email while WEAR ran Home page banner ads and in-app and email notifications.
“The collaboration between Pinterest and WEAR allowed us to build a fantastic stream of ‘imagination' and ‘creation'. We hope to help more users discover and express their own styles.”