For one of their newest collections, home décor retailer CB2 turned to two longtime partners: interior designer Ross Cassidy and Pinterest. Cassidy’s CB2 capsule collection brings his “luxe minimalist” style to CB2’s modern, affordable product line. Since both CB2 and Cassidy are avid Pinterest users, they knew Pinterest would play an important role in the collection’s launch.
Pinterest is a top destination for home inspiration, with over 1.7 billion home décor Pins and more than 27 million people who save home décor content. For the launch, CB2, Pinterest and Cassidy worked together to come up with an omnichannel strategy. The digital marketing campaign centered on Pinterest itself, while the launch event brought some Pins to life.
CB2 ran two types of Promoted Pin campaigns: one showcasing Cassidy’s products and the other directing people to a sweepstakes. To enter the contest, people created “Dream Room” boards with their five favorite CB2 x Ross Cassidy products. CB2 used social posts to further showcase their partnership with Cassidy and drum up more entries for the sweepstakes. The lucky contest winner received a $2,000 CB2 gift card—plus design advice straight from Cassidy himself.
CB2 and Cassidy also worked Pinterest into their launch events at the West Hollywood CB2 store, where they handed out 500 paper versions of a CB2 x Ross Cassidy Pin. The Pin highlighted the connection between blue hues in Cassidy’s collection and a prediction from the Pinterest 100 trend report that for 2017: “navy is the new black.”
This was the second collaboration between Cassidy, CB2 and Pinterest. In 2014, CB2 rented an empty apartment in New York and hired five designers to decorate it. Pinners voted on their favorite CB2 products, and the designers worked those pieces into the final room design.
Working with Pinterest helps CB2 bring exciting new products to the right people, at the right time. “Launching the Ross Cassidy collection on Pinterest was an innovative way for us to reach people we know will be shopping for modern home décor,” says Alicia Waters, VP of Marketing, CB2. “The fact that the collection itself reflects trends identified on Pinterest highlights the value of this partnership. With this campaign, we were able to encourage people in store and online to learn about our latest collection in a fun, interactive way.”
-Katrina Greenwood, currently saving to Outdoor haven