Fashion brand Smash + Tess drives big returns with scalable, low-effort approach

For boutique fashion brands, efficiency is key to getting your items in front of more people. Smash + Tess (@smashtess), an inclusive and eco-conscious online retailer, knows this first-hand. Their catalog of chic clothing that people can feel good in and feel good about was already competing with bigger brands when it came to style. And they were ready to take their brand-building to the next level but needed to be mindful of their small but dedicated team’s efforts. 

Enter Pinterest’s simple, time-saving tools for repurposing content, which presented an ideal opportunity for Smash + Tess to turn more heads.

The goal

Smash + Tess was looking for low-effort, high-impact ways to grow their presence on Pinterest and drive traffic to their site. They had built a strong presence and a wealth of content on Instagram. And by maximizing the reach and impact of content they had already created for other platforms, using tools like Pinterest’s Instagram-integrated feature and product catalog upload, they could boost their brand organically and reap results both on Pinterest and beyond.

The strategy

Smash + Tess already created content that was engaging, relevant and resonated with their audience for Instagram. To get more mileage from that content, the brand used Pinterest’s Instagram account claiming feature to bring their robust bank of existing inspirational content to Pinterest.

For even simpler posting, they enabled auto-publish so that all new Instagram posts would automatically be shared to Pinterest moving forward. This create-once-publish-twice approach allowed Smash + Tess to instantly increase their posting volume on Pinterest, scaling their marketing efforts with almost no extra work.

To increase traffic to their shop, Smash + Tess uploaded their catalog to Pinterest. This brought the brand’s product-turned-Pins (which feature relevant shopping-related info, including a direct link to buy) to Pinterest’s audience who are looking to discover new products. Bonus: Showcasing their latest sales and seasonal products could also help keep their content fresh and relevant.

The result

The combined approach of Instagram account claiming and catalog upload led to big results for Smash + Tess. The brand could reach a larger audience on Pinterest and drive  traffic and conversions to their online shop with minimal effort. Now, lifestyle Pins like their automatically uploaded Instagram content make up 10% of their impressions and traffic. Product Pins, which come from the brand’s catalog, make up 68% of their impressions and 63% of their traffic.

The strategy had an impact that expanded beyond the imported content, as well. Since Smash + Tess started repurposing content on Pinterest, they’ve more than doubled their overall impressions, nearly doubled their audience size and their outbound clicks have increased by 42%. These clicks helped to turn Smash + Tess’ Pins into profits. 

In the two months after Smash + Tess claimed their Instagram account and uploaded their catalog, the brand saw a 159% increase in revenue, 136% more checkouts and a 9.8% higher average order value.

Tips to try

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

Create once, post twice
Small but mighty team? Claim your brand’s Instagram account to automatically turn previous and future posts into engaging Pins. It’s more content for your audience with less work for your crew.

Showcase your products
Pinterest offers a few different ways for you to upload your catalog. Find the retail catalog upload option that works best for your brand—and create a seamless shopping experience for your audience.