Retailer vertbaudet DE combines paid and organic content to help boost Pinterest results

When it comes to kids, there’s always something to plan for—from birthday parties and holiday outfits to school lunches and weekend crafts. vertbaudet (@vertbaudetDE) is a go-to for playful kids’ fashion, whimsical toys and must-have decor. Already a staple for parents seeking both style and practicality, the retailer had found success with paid ads on Pinterest, and noticed that their content and products were resonating on the platform. They saw an opportunity to grow their audience and reach people even earlier in their discovery and shopping journey.

The goal

vertbaudet already had a consistent, always-on paid strategy in place, including items from their catalog and tests of sale-moment-specific ads. To make the most of Pinterest’s full-funnel potential, they hoped to complement their ads with inspirational organic content that could help them better understand what audiences on Pinterest were looking for and show up sooner and more frequently in their searches.

The strategy

For years, vertbaudet had been uploading their full catalog to Pinterest. That meant that their newest products were automatically converted to product Pins. In October 2025, the retailer adjusted their creative strategy to help make their product Pins feel even more relevant to their audience. In addition to adding new seasonal products, which appeared readily in their audience’s Fall and Winter searches, vertbaudet highlighted seasonal themes, like cozy sweaters for fall, engaging toys for the holidays and clever storage solutions for back-to-school. They made their creative even more engaging by including user generated content (UGC) from real customers showcasing their items. This helped the retailer engage audiences with authentic, product-focused Pins surrounding key shopping moments throughout the end-of-year seasons.

Recognizing the value of inspiration, vertbaudet also shared outfit ideas, kids’ room design inspo and relatable content from moms to reach parents on Pinterest earlier in their planning process. Then, to give their organic Pins even more context, capture audience attention with seasonal themes and drive further engagement, they curated their content into themed boards. Collections ranging from “Herbst Basteln mit Kindern” (autumn crafts with kids) to seasonal and life milestone boards drove interest and engagement, helping vertbaudet’s content stay relevant and discoverable in searches year-round.

The result

By adding more intentional organic content to their existing paid strategy, vertbaudet was able to reach an engaged audience earlier and more often. In the first month, revenue from organic traffic jumped 42%. The retailer’s organic Pins didn’t just reach more people, they also garnered 75% more page views and grew their engaged audience by 33%.

The combination of paid and organic content also proved greater than the sum of its parts. In addition to checkouts driven by ads and organic content individually, paid assisted checkouts—driven by those who saw both ads and organic content—increased 32%.

Tips to try

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

Take a combo approach
Combining paid and organic content can create additional opportunities for audiences to discover and engage with your content. Plus, the strategy can help you gain insight into which content topics and formats your audience responds best to.

Bring your catalog to Pinterest
Creating additional organic content gives audiences more to discover and shop from your brand.

Embrace trends and seasonal content
Leaning into trends and seasonality in both Pins and themed boards can help you create and curate highly discoverable content that has a better chance of showing up where audiences are already searching.