The Vintage Rug Shop weaves repurposed content into a revenue-driving strategy

One of the joys of shopping vintage is finding a new home for existing things. As a brand that sells curated secondhand and heirloom-quality household goods, The Vintage Rug Shop (@vintagerugshop) is all about the pre-loved approach. And they saw the potential in bringing their wares to the shopping-minded audience on Pinterest. 

With The Vintage Rug Shop’s product catalogue already online, they were able to use Pinterest’s tools to easily link their content to their Pinterest account. Leveraging existing content to drive results? A strategy that was just their style.

The goal

The Vintage Rug Shop knew that convenience was key when it came to online shopping. As their shopfront was already set up on Shopify, they could add their catalogue to Pinterest using a simple integration with the e-commerce platform to provide a streamlined experience for their audience. Once people on Pinterest discovered The Vintage Rug Shop’s products, they could then easily save and directly buy the items—boosting checkouts, as well as the brand’s reach.

In addition to their catalogue content, The Vintage Rug Shop also created inspirational home content, which was posted on Instagram. To scale their existing content and share it with a new audience, the brand turned to Pinterest’s Instagram account claiming feature for help.

The strategy

The Vintage Rug Shop added their catalogue to Pinterest using the Pinterest for Shopify app. The integration allowed the brand to not only upload their products to Pinterest, but it also automatically created product Pins, which include details such as price, availability and a link to the item to show that it is available for purchase. The product Pins enabled The Vintage Rug Shop’s audience to shop directly from Pinterest in just a few clicks and easily find additional products from the brand’s catalogue. The Vintage Rug Shop’s website link was also included on their profile, maximising visibility and tracking it in place to monitor and optimise website conversions.

Once The Vintage Rug shop added their existing catalogue to Pinterest, they were ready to do the same with their lifestyle content. To make the most of the inspo content that they had previously created for Instagram, The Vintage Rug Shop claimed their Instagram account and enabled auto-publish. This allowed the brand to repurpose their posts, which were instantly transformed into Pins, to increase the volume of their content on Pinterest and to diversify the types of Pins that they shared—all with minimal effort. What’s more, the posts-turned-Pins were able to reach a new audience and directed even more people to their shoppable content and website.

The result

Adding their existing must-have content to Pinterest proved successful for The Vintage Rug Shop across the board. In the two weeks after the brand connected their Shopify and Instagram accounts to Pinterest, they saw a 7% increase in impressions, an 8% growth in engaged audience size and a 10% lift in engagement on Pinterest.

The people on Pinterest aren’t just looking for home décor inspo—they are also primed to shop. This resulted in The Vintage Rug Shop’s on-platform performance translating to sales as well. In the same two-week period, The Vintage Rug Shop’s revenue grew 21% and their average order value increased by 63%.  

Tips to try

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

Get connected
Upload your catalogue to your Pinterest business account so that your audience can shop directly from your product Pins. Connect your Shopify shop. Or take a look at more ways to upload your retail catalogue to Pinterest.

Claim your Instagram account 
Take your Instagram content even further by connecting your Instagram account to Pinterest. It’s an easy way to get your content in front of more people and increase your posting volume in the process.

Bring new life to your existing content 
Content that you’ve created for other platforms can be a treasure trove for your Pinterest strategy. Try adapting your existing content with updated titles and descriptions to test out new formats and topics.