Fireside chat with Polly Crawley from Jo Malone

Join Allistair Holt, Senior Partner Manager at Pinterest UK and Global Social Media Manager at Jo Malone, Polly Crawley and get an insight into Jo Malone’s Pinterest strategy and how they have found success on the platform.

Check out the recording here.

Key Takeaways:

• Pinterest is an inspirational tool for visual discovery and a positive platform.
• Jo Malone is championing an always-on Pinterest strategy throughout the year. They are tapping into not only larger seasonal moments, but also smaller everyday moments.
• They have used the Pinterest Trend tool, to listen to what Pinners are searching for in real-time and tailoring their content to those trends and themes. This allows them to integrate naturally into their customer's lives and not be obstructive as they have taken the time to understand what their customers want.
• The content that performs best for them as a brand changes month on month. Jo Malone has seen success with creator and video content in particular. Polly recommends trying out and exploring the latest Pin and Ad formats to stay on top of the game and maintain engagement.
• Pins live forever on Pinterest, so high quality inspiring content will continue to perform months after you post it as more Pinners engage with it.
• To create their boards, they firstly create a secret board including a mix of product shots, campaign videos and creator content too. Before publishing, they make sure it looks good on both mobile and desktop.
• As well as focusing on seasonal products and campaigns, Jo Malone also focus on Pinning their hero products. As content lives forever on Pinterest and can circulate for months after publishing, evergreen content can continue to inspire customers and drive sales.

Advice for brands getting started on Pinterest:

• Don’t get bogged down in the numbers, just get going. Try out different formats and get Pinning.

Make sure you check out the Jo Malone profile to check out all of their beautiful Pins.

For more Pinterest tips + tricks check out the Pinterest Business site.

Georgia — Pinterest Creator Specialist, currently saving ideas to… Positive quotes and illustrations.