Finding more Millennial customers
The perfect shoe, at the perfect price. Designer Shoe Warehouse, or DSW, is all about helping people experience that thrill. The company offers thousands of shoe designs for women, men and children in over 550 stores throughout the United States, Canada, and the Middle East plus an online store. With over 35,000 products to choose from across brands like Nike, Ugg, and Sorel, customers can find what they’re looking for to inspire their self-expression no matter what the occasion or budget.
DSW wanted to reach more Millennial customers by building a reputation for on-trend footwear and fashion accessories. Having had previous success on Pinterest, DSW knew that Millennial shoppers use the platform to discover and buy the latest shoe styles. They set up a 2018 campaign with the objectives of engagement and acquisition.
Following the Pinterest 100 trends
91% of weekly Pinterest users say the platform offers ideas for fashion and style products.1 That makes Pinterest the perfect place for brands like DSW to reach people while they’re deciding what to buy next.
DSW also got excited about the unique insights they were seeing from Pinterest. For this particular campaign, they turned to the Pinterest 100, an annual report about emerging trends. Published every December, the Pinterest 100 includes insights for categories like style, beauty and home decor. For DSW, it’s an invaluable source for marketing and merchandising insight.
To both position themselves as a trendsetting brand and showcase both shoe and fashion styles, DSW incorporated a few key trends into their 2018 campaign. Featured products reflected the trends, and interest targeting helped DSW reach people most likely to be interested in them. The Pin creative focused on footwear trends, embellished shoes and sheer socks.
They also worked in trends from the style category to show shoppers how different kinds of purchases could fit together. For example: How to pair the perfect tunic with your new shoes. Every Pin had a small “P100 trend” badge to grab people’s attention.
Additionally, DSW worked with Pinterest to create a larger content strategy for their email marketing and website merchandising. Throughout the year, they tested audience reception to the trend-driven content to see what proved most popular and applied those insights to both their Pinterest marketing, and content for other channels.
Trends drive more clicks, sales
DSW’s campaign helped the retailer establish itself as an authority on style and shoes. The Promoted Pins engaged audiences and drove sales, especially among new and younger customers. The Pins that featured trend content received as high as 45% more engagement and 25% more clicks than Pins that didn’t feature the P100 creative and badge.2
Take an insights-first approach, using Pinterest trends to inform your strategy. You should also get ahead of seasonality so you reach people when they’re first starting to look for emerging styles.
Use creative to learn about your audience. See what works for different kinds of audiences, and set up more granular targeting for future campaigns.
Test trends and creative performance on Pinterest, then use your top-performers on other channels right before seasonal, PR or other moments. Since people use Pinterest earlier in their path to purchase, you’ll get valuable insight into what resonates.
1Gfk, US, Pinterest in the Path to Purchase among its Weekly Users, December 2017
2DSW data, 2018