One Kings Lane went from 85k followers to 224k
One Kings Lane were not seeing the engagement and click-throughs needed to make Pinterest a meaningful acquisition channel.
- Pinterest growth
- January 4, 2024
- Flash eComm
- onekingslane.com
The challenge
One Kings Lane, a leading online destination for unique home decor, furniture and accessories, approached our agency two years ago looking to significantly grow their organic presence and website traffic from Pinterest. At the time, they had a respectable 85,000 followers but were not seeing the engagement and click-throughs needed to make Pinterest a meaningful acquisition channel.
Objective
Our primary goal was to help One Kings Lane capitalize on Pinterest’s potential as a major source of referral traffic and new customer leads. Specifically, we aimed to:
- Double their Pinterest following to over 150,000 within 18 months
- Triple monthly website visits from Pinterest to over 200,000t
- Increase repins and engagement with One Kings Lane content
The strategy
After auditing One Kings Lane’s Pinterest presence and researching their target audience, we developed a comprehensive organic growth strategy:
- Optimize Profile and Boards
We updated One Kings Lane’s profile with keyword-rich descriptions and board titles aligned with popular home decor search terms and styles. This improved discoverability in Pinterest search and feeds. - Create Compelling, Actionable Pins
Recognizing that Pins linking to informative blog posts and shoppable pages perform best, we worked with One Kings Lane’s creative team to design eye-catching, on-brand product and inspiration Pins with clear calls-to-action. - Implement a Consistent Pinning Schedule
Using Tailwind, we developed a posting cadence of 15-25 Pins per day across One Kings Lane’s own boards and relevant group boards. This kept their content visible to followers and increased engagement. - Leverage Trends and Seasonal Content
By monitoring Pinterest trends and creating content around key seasonal moments for the home decor audience (holidays, spring cleaning, etc.), we were able to capitalize on high-volume search periods and keep One Kings Lane’s Pins showing up in feeds. - Collaborate with Influencers
We identified top home decor bloggers and influencers on Pinterest and invited them to join a dedicated One Kings Lane group board. This expanded the brand’s reach and drove high-quality traffic from influencers’ engaged audiences.
The results
Our strategic, data-driven approach to growing One Kings Lane’s organic Pinterest presence has delivered impressive results over the past two years:
Key takeaway
By implementing Pinterest best practices and consistently creating content that resonates with their target audience, One Kings Lane has transformed Pinterest into a key pillar of their digital marketing strategy.
Their success story demonstrates the incredible potential of this visual discovery platform to drive brand visibility, engagement, and revenue for home decor and lifestyle brands.