Fashion brand Musmin grows Gen Z audience with product catalog on Pinterest

Style can tell a story, express creativity and share a perspective. For Mexican clothing brand Musmin (@musminmx), they create innovative streetwear, retelling fashion through their unique lens. The brand’s colorful and creative styles were a perfect match for Gen Z, so they were looking for new ways to grow and connect with these key shoppers. And they knew the perfect platform to find them on.

The goal

Musmin wanted to increase awareness of their brand, especially among Gen Z, and to build a community on Pinterest. Since Gen Z is Pinterest’s fastest growing audience, making up 42% of Pinterest’s global user base, Musmin hoped that uploading their retail catalog could help put their brand and products in front of this key audience.

The strategy

Musmin’s website is powered by WooCommerce, a third-party ecommerce manager. Since Musmin had a Pinterest business account, they were able to install the WooCommerce plugin to connect their WooCommerce catalog to Pinterest. This automatically turned their full catalog into over 400 product Pins, and enabled them to track conversions from Pinterest. It also meant that any new products they added to their catalog were also automatically added to Pinterest.

To add more lifestyle imagery to their content mix, Musmin also connected their Instagram account to Pinterest. This allowed the brand to cross-post a consistent, fresh supply of aesthetic, inspirational outfit content featuring the brand’s products. They also used the Pinterest Trends tool to find keywords to inform their content curation. Then used them to create search-friendly boards, like “Streetwear” and “Winter outfits hot like summer.”

The result

After uploading and updating their catalog, Musmin saw continued growth. From November to December alone, their audience grew by 66%, with a 33% increase in engaged audience and a 25% increase in engagement. They also gained traction with their target demographic, with Gen Z becoming the largest segment of their audience at 43%.

Tips to try

Get more out of your Pinterest content with these best practices.

Get plugged in
If you have a web catalog, bringing your products to Pinterest could be just a few clicks away. Check out the list of third-party partners that can help make uploading your catalog even easier.

See what’s in style
Your audience is on Pinterest, and they're already searching for products like yours. Use the Trends tool to find out what terms people are using to discover content in your category, then work them into your Pins and boards to help get more eyes on your content.