Urban Decay is debuting a new collection called “Electric” on Pinterest, along with a contest that will send two people to Coachella this year. UD’s Pinterest board “Get Electric. Festival Style.” is a board of pictures of music festival style, the new Electric collection, and brightly-colored people and objects. The Electric collection seems to go hand-in-hand with music festivals because it’s just the sort of product that festival goers want to wear!
Not only is Urban Decay sharing pictures of its new collection (out March 18th), but it is also offering a contest to followers:
Urban Decay is an edgy beauty brand with a wildly youthful personality. Creating a connection between a huge musical event (that many UD customers attend) and a new product line that caters to their style is genius. Urban Decay is inspiring pinners. By inspiring pinners with pins of beautiful girls with flowers in their hair and pins of the festival, UD is adding to its brand image and increasing engagement with consumers.
Purchases through pins. But can it turn re-pins into sales? According to an article in the Harvard Business Review, 1 in 5 Pinterest users has bought something in a store after pinning or liking it on Pinterest. That’s good news. Urban Decay is doing the right thing by sending Pinners to its store to buy the Electric collection!
The more re-pins, the better. By pinning about the new collection and music festivals, Urban Decay’s pins are being re-pinned. Re-pinning is the best way to reach more people on Pinterest because 19% of purchases were found through a friend on Pinterest and 24% were found through a stranger. A measly 7% of purchases were found on the actual retailer’s Pinterest board.
With almost 40 million unique visitors each month, Pinterest is a hot platform for reaching consumers. I look forward to reading more about Pinterest’s growth and pins-to-purchases capabilities.