Vogue Paris

Increasing high-fashion traffic from Pinterest

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.”
Sarah Herz
Head of Digital, Condé Nast France
Amplifying the message

Vogue Paris added the Save button to Vogue.fr, and they recently got Rich Pins, too. In the past year, Pinterest referral traffic has more than doubled to their website. 

Even better: From Dec. 2013, traffic from Pinterest increased 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, runway designs during Fashion Week, weddings and celebrities.

Vogue Paris also promotes Pinterest in its 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 monetize our Pins and integrate Pinterest in our advertising special operations.”

Image: David Sims

What works
  • Use Rich Pins to get extra details like price and availability to show up on your Pins automatically 
  • Promote your Pinterest account in your marketing, including emails, websites, apps and print materials
  • Add the Save button to your site pages 
Details

Goal
Traffic

Regions

Industries
Media

Products used
Save button
Rich Pins
Pinterest Analytics