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The Top Performing Brands on Pinterest
and What Makes Them Successful
June 3, 2014

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How to leverage Pinterest
 Successful Brands:
Provide valuable, interesting content for users that aligns with brand values
A large volume of content
Frequently added new content
Pin-able content (pins users want to pin to their boards)
Pins that link to valuable content (in eye of the user)
Brands allow user some form of meaningful interaction
UGC: repinning from users, pinning users content (other sources off
Pinterest)
Contests
Innovative uses

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L.L.Bean on Pinterest
 5,409,175 followers
 31 boards
 1,559 Pins
 Content with an strong emotional appeal that it
relevant to brand (for example, the Outdoor Fun
board)
 Balance of product images vs. other imagery
L.L.Bean’s Outdoor Fun board mixes imagery of outdoor activities and
inspiration with shots of their product being used
 UGC & content from other relevant brands
Selfies submitted of people wearing their L.L.Bean boots, or of pets with
L.L.Bean products submitted via Instagram or Twitter

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Harper’s Bazaar on Pinterest
 Harper’s has huge volumes of content and pins frequently
Nearly 6,500 pins for Beauty & Hair alone
Many boards are updated daily
 Pins drive to content that is valuable to the user
Fashion coverage, beauty tips
 Harper’s uses calls to action (CTA) on some pins to hint to users that
there is more content available
 Engage and gain followers Pinterest contests
Making sure to follow Pinterest rules for contests
 4,676,076 followers,
2nd most followed
major, national
brand (22nd most
followed account)
 99 boards
 47,237 pins

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Whole Foods Market on Pinterest
 188,978 followers
 59 boards
 3,604 pins
 Whole Foods uses images that are easy to identify and
create an instant response/connection
 Whole Foods keeps board themes broad
Strength board features everything from exercise how-tos to high-protein
foods to inspirational quotes/memes
 Whole Foods takes advantage of crowd sourcing, influencer outreach, and
collaboration
Most of their boards are group boards to allow for open collaboration
among many pinners (assumingly invite-only)

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Bon Appetit Magazine on Pinterest
 51 boards
 3,423 pins
 Bon Appetit uses rich recipe and article pins which
provide additional info to pique users’ interest
The 5 types of rich pins currently available for
business are place, article, product, recipe, and
movie

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Women’s Health Magazine on Pinterest
 287,439
followers
 74 boards
 4,151 pins
 Women’s Health creates a special pin to use as the
cover of each board, creating a unique and uniform look
 Women’s Health features a number of boards custom
curated for specific segments of their audience
For example, a series of “shop your shape” boards with
separate boards for curvy, pear-shaped, athletic, etc.
figures

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Sephora on Pinterest
 67 boards
 7,001 pins
 Sephora repins content from other
beauty brands and their top pinners
(making sure to give credit to pinners)
Crowd source from Instagram,
Twitter, and Sephora.com profiles
 Sephora’s website is Pinterest optimized,
allowing shoppers to pin products,
photos from other users, and other content directly onto their own Pinterest boards
 Color-themed boards for added visual appeal

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Take-aways
 Pin frequently to create a large, diverse, and fresh body of content (at
an even pace, not all at once)
Ensure that each board has enough content to feel substantial
Balance branded and non-branded content
 Keep boards organized and ensure imagery and title communicate the
theme of the board effectively
Don’t be afraid to consolidate boards
 Use more attractive imagery and better quality content
Pinterest is about curating gorgeous boards, vast collections of good
content, or both
 Pin content from other sources that aligns with brand values
 Pin user generated content
 Pinterest-optimize your website
Both by adding pinning buttons and ensuring that imagery is pin-worthy
 Include descriptions on each board so they can be found in user
searches

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