Pinterest
DaWanda
Turning inspiration into a stronger route to the marketplace.
Approx. 100% more referral traffic
Average order value 13% higher than on other social platforms. Pinterest activity shortlisted for the 2017 Preis für Deutsche Onlinekommunikation.
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DaWanda DIY pins appear one after another as tall photographic collages on changing coloured backgrounds. Examples show a handmade glasses chain, folded-paper meerkats, an advent calendar and a hanging wooden tray, pairing the finished object with pictures of how it is made.
A screen recording scrolls down DaWanda’s Pinterest board, titled DIY Anleitungen / Do It Yourself: Crafting Tutorials. A multi-column grid combines photographs of finished craft projects, materials and making steps with coloured title panels, covering decoration, jewellery, gifts and home accessories.
Connecting Pinterest inspiration with DaWanda
Pinterest gave DaWanda a place to connect practical inspiration with the marketplace.
“I was very impressed by the way she restructured the work flows within her team in order to improve efficiency and output. This allowed her team to work in an organized, efficient way even during very stressful times.”
Aligning channel strategy and creative production
As DaWanda’s Creative Director, Kerstin Ludwig connected Pinterest best practices with a customised, automated creative production process, so the team could apply the approach repeatedly.
The intervention connected channel requirements with production. A repeatable creative process made Pinterest activity manageable within the in-house team and supported a consistent flow of relevant content. This developed the relationship between inspiration, discovery and the marketplace.
More referral traffic and higher order value
DaWanda’s Pinterest referral traffic increased by approximately 100%. Average order value was 13% higher than on other social platforms. DaWanda was shortlisted for its Pinterest activity at the 2017 Preis für Deutsche Onlinekommunikation.
Combining channel practice with repeatable creative production brought more people to the marketplace and orders with a higher average value than other social channels.
Capabilities
- Channel strategy
- Creative operations
- Content adaptation
- Automation
- Social commerce
