Now that the hype has started to die down a little around Pinterest, let’s consider whether this is a good social platform for luxury brands, some of whom are notoriously cautious, to jump into.
Storytelling & Curation
The power of luxury brands is through the visual and the emotional. The visual – the images and videos they use to tell stories about their brand heritage, product, experiences and events provoke emotion in people and it’s this emotion (if it’s a positive one) that creates a connection with the brand. Pinterest, being a visually driven platform, is a perfect place for a luxury brand to use individual boards to tell a perfectly curated story about the brand.
A great example of this is Mulberry’s Del Rey board. They’ve introduced a new bag, named after the singer, Lana Del Rey and are using Pinterest to tell a multi-sensory story, including the original sketch, how it was made , the inspiration behind the bag, Lana Del Rey , the bag in the real world, and a few catalogue shots of the bag. The multi-sensory nature of the board also gives Mulberry the opportunity to connect people back to their YouTube , the blog and their Dotcom.
A Look Into The World of The Brand
Pinterest also gives people the opportunity to take a peek into the world and character of the brand. Burberry is a highlight, of course, but it’s worth looking at Tory Burch who has done an excellent job with Pinterest, with boards showcasing clothes from different seasons, but also boards that give an insight into the ethos of Tory Burch. We learn that Tory Burch loves Tomboys, orange and India. She also uses Pinterest as a way of driving traffic to her blog, by regularly creating new pins to highlight new blog posts. This is personally one of my favourite luxury Pinterest boards – the images and storytelling is really interesting and rich!
Connecting With The Next Generation
A danger for any luxury brand is to not connect with the next generation and for their brand to be seen as something for ‘old people’. Pinning, re-pining, commenting and liking – Pinterest behaviours – all leave a trail- on Pinterest and on Facebook, due to the close integration of the Facebook API. These trails, or ‘earned’ activities increase exposure for luxury brand content amongst a wider audience. So I might spend time going through the Dior Pinterest board and dreaming about owning a piece of their Haute Couture. I spend more time looking through their Pinterest boards and this dreaming might translate into affinity and then later down the line, purchase of a bottle of Dior nail polish or makeup.
Next Generation Catalogues
The ‘catalogue’ nature of Pinterest is quite exciting – although it’s very early days for many luxury brands, with respect to e-commerce, using specific Pinterest boards as an easily updatable, shareable and accessible catalogue is another way of appealing to the next generation, many of whom live their lives online and demand digital points of access. On the flip side, Pinterest is also a boon for luxury brands that have e-commerce enabled, as it’s another opportunity to drive traffic to ePOS.
SEO, SEO, SEO
Finally, what brand doesn’t want to dominate the page on their brand terms (and any other relevant terms) on the Google search engine results page? Along with the other owned social platforms, Pinterest is another way of making sure that a luxury brand’s content appears against their core brand terms. Burberry do a great job of this. Their Pinterest page appears on the second page of their search engine results page and will undoubtedly appear even higher as they continue to optimise their page and boards & add new pins.
It might be a bit too early to start talking about Pinterest best practice, but hey, I’ll throw in my two cents anyway:
1. Use different boards to tell different stories & narratives.
2. Regularly update your existing boards & add new boards with new narratives – the names of the boards can be very powerful for storytelling (and for SEO!).
3. Use the description text to your advantage. Consider it the text accompaniment to the visual / audio-visual.
4. Test, measure & learn – monitor what your followers are re-pinning, liking and commenting on. Use this feedback to develop a hierarchy of measurement. For some brands, re-pins might be far more valuable than a like.
5. Balance images with videos. Pinterest is still very image-led – re-pinning an image is a quicker action than watching & re-pinning a video
6. Connect thy platforms. Leverage sharing across platforms by users and the power of Facebook & Twitter to drive traffic to your Pinterest page and vice-versa.
7. Leverage the e-commerce potential of Pinterest – it’s early days, so test what drives sales and build learnings.
More luxury Pinterest boards: