Fashion brand Musmin grow their Gen Z audience with product catalogues on Pinterest

Style can tell a story, express creativity and share a perspective. For Mexican clothing brand Musmin (@musminmx), they create innovative streetwear that retells fashion through their unique lens. The brand’s colourful 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 catalogue could help to put their brand and products in front of this key audience.

The strategy

Musmin’s website is powered by WooCommerce, a third-party e-commerce manager. Since Musmin had a Pinterest business account, they were able to install the WooCommerce plugin to connect their WooCommerce catalogue to Pinterest. This automatically turned their full catalogue into over 400 product Pins, and enabled them to track conversions from Pinterest. It also meant that any new products that they added to their catalogue 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, such as ‘Streetwear’ and ‘Winter outfits hot like summer’.

The result

After uploading and updating their catalogue, 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 catalogue, bringing your products to Pinterest could be just a few clicks away. Take a look at the list of third-party partners that can help to make uploading your catalogue 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.