How a catalogue upload-led strategy helps ARMEDANGELS to drive site traffic

There’s no time like the present for brands to seize a growth opportunity. After going a bit quiet on Pinterest, fashion brand ARMEDANGELS was ready to breathe new life into their Pinterest presence with an updated content strategy. The brand knew that people on Pinterest were searching for chic, more sustainable inspiration and that their products, made with innovative, more eco-friendly materials, could provide it.

The goal

ARMEDANGELS was looking to increase awareness of their brand. They had a catalogue of clothing, and they wanted to bring it to Pinterest to make it easy for audiences to go from discovering their products to purchasing them. Showing up in a bigger way on the platform would also allow the brand to reinvigorate their Pinterest presence. By curating and sharing new products, they could engage their existing and new audiences, and their content could be out there at the ready for people to shop it.

The strategy

ARMEDANGELS had a catalogue of their stylish, more sustainable clothes, including product images with their unique streetwear style. To help people easily discover and shop their catalogue, the brand uploaded their catalogue to Pinterest as product Pins, which includes price and availability info, so every item could be shopped directly from Pinterest. They also made the shopping experience easier and more aesthetic for their audience, with Pin images featuring their items styled as part of aspirational outfits. To make sure that their Pins were as discoverable as possible, ARMEDANGELS added relevant details to all Pins, including keyword-rich titles and descriptions and links. Plus, they overlaid descriptive text on some of the images to make them even more attention-grabbing. 

Once ARMEDANGELS had a full supply of new, engaging content on Pinterest, it was time to curate. The brand gave their new product Pins even more context by saving them in keyword-relevant boards. This additional categorisation helped Pinterest to serve their products to the right audiences, and helped the audiences that came to their profile to discover more around their products and categories. 

Guided by Pinterest best practices, ARMEDANGELS curated new boards dedicated to trends, seasonal content and evergreen content to meet people on Pinterest where they were already searching. 

The result

ARMEDANGELS found the ticket to driving website traffic with their Pinterest content strategy. In the 45 days after the brand uploaded their catalogue to Pinterest, ARMEDANGELS’ engaged audience grew over five times in size, and saves of their content increased by 365%. Product Pins also proved valuable, driving a 460% increase in outbound clicks and an 80% increase in page visits. ARMEDANGELS’ curation paid off, too, with their seasonal board ‘summer looks’ accounting for 17% of impressions. 

‘Bringing our catalogue to Pinterest has resulted in such a strong increase in impressions that we were able to adjust our strategy and significantly enhance our efficiency in creating content on Pinterest,’ said Nora Chmielewski, ARMEDANGELS Head of Marketing & Communications.

Tips to try

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

If you’ve got it, flaunt it
Your catalogue, that is. Your products deserve to be showcased as product Pins, so that people can shop them more easily. 

Context is key
Giving your audience as many details as possible can make sure they have everything they need to make purchasing decisions right then and there. Keyword-rich titles and descriptions that mention relevant trends are a good place to start. You’ve got this. 

Embrace your inner curator
Curating the Pins within your boards—and board sections—helps to categorise your content and provides additional details. People who like what they see can then know where to find more. After all, context is key (see above).