Popular Women’s Accessories Brand Drives Engagement on Pinterest and Website with Creative Pinterest Promotion

1. BACKGROUND:
Hobo is a women’s leather accessories brand best known for their high-quality, trendy
handbags. For their Fall 2014 campaign, the brand decided to revamp their website and
launch a new section called ‘Shop Your Style.’ This section is where customers can come
in and find items curated within one of five different ‘Hobo Girl’ styles: Jetsetter, Fashion
Forward, Boho Chic, Career Driven and Minimalist. With the new look and feel of their site,
the brand partnered with influential illustrator Tiffany Mitchell to create the five Hobo Girl
illustrations.
Hobo’s marketing team decided to update their existing Pinterest account with the “Shop Your Style” section from
Hobo’s website. The new Hobo Pinterest profile only has five boards, each titled after the five Hobo Girl styles. The
five boards allow the brand to keep a consistent, creative theme across their website and social channels. All of their
content fits within one of these five boards, where they mix products with lifestyle imagery related to a given Hobo
Girl. The Hobo team worked with Piqora to launch a “Which Hobo Girl Are You?” Pinterest promotion as part of their
fall campaign and new website launch. The brand is a veteran to Pinterest promotions with Piqora and typically
launches one each season around new collections. Below is what they wanted to achieve with this promotion.
Popular Women’s Accessories Brand Drives Engagement on
Pinterest and Website with Creative Pinterest Promotion
PINTEREST BOARD STRATEGY
AND PINTEREST PROMOTION:
Hobo Inspires with Hobo Girl
Looks and Fun Pinterest Promotion
CASE STUDY:
Hobo Inspires with Hobo Girl
Looks and Fun Pinterest Promotion
CASE STUDY:

2. PINTEREST PROMOTION
OBJECTIVES:
USER EXPERIENCE AND
CROSS-PROMOTION:
RESULTS:
CONCLUSION:
• Extend the reach of the fall campaign and new product offering
• Celebrate the brand’s new website and ‘Shop Your Style’ section
• Showcase to new and existing customers and fans the brand’s new
look and feel
The “Which Hobo Girl Are You?” Pinterest Promotion exceeded the brands
expectations. Even though create a board Pinterest promotions are the
highest barrier to entry, the brand saw impressive results with participants,
unique boards created and impressions:
To enter the “Which Hobo Girl Are You?” Pinterest promotion, participants
were asked to follow the brand on Pinterest and create a board titled
“Hobo Girl,” pinning with inspiration from one of the five boards on the Hobo
Pinterest account. The brand offered a $500 shopping spree grand prize,
and wallets for two runner-ups. Hobo heavily promoted the Pinterest
promotion on Facebook and Instagram and also with blogger outreach.
The illustrator who designed the five Hobo Girl looks also launched an
Instagram promotion at the same time and highlighted the Pinterest
promotion, driving more traffic and followers. The brand also had a banner
on the main page of their website with a call to action that encouraged
visitors to enter the contest.
By using Pinterest to extend the reach of the new website
launch and fall collection, Hobo achieved their goals of
making their brand and products more visible on Pinterest,
with over 4,700 new pins that will appear in search results
on Pinterest and continue driving high-converting traffic
back to Hobo’s site for at least 7 months.
Every time we do a Pinterest promotion with Piqora, I can’t believe it’s turned around so quickly.
Our Customer Success Manager made it so simple. It is the easiest thing to work with your team
- Melissa Mayer,
Senior Marketing Associate, Hobo
• 1000+ participants
• 4,707 pins
• 1,316,738 potential impressions
• 60,308 reach
• 208 unique boards