BACKGROUND:Hobo is a women’s leather accessories brand best known for their high-quality, trendy handbags. For their Fall 2014 campaign, the brand decided to revamp their website and launch a new section called ‘Shop Your Style.’ This section is where customers can come in and find items curated within one of five different ‘Hobo Girl’ styles: Jetsetter, Fashion Forward, Boho Chic, Career Driven and Minimalist. With the new look and feel of their site, the brand partnered with influential illustrator Tiffany Mitchell to create the five Hobo Girl illustrations.

Hobo’s marketing team decided to update their existing Pinterest account with the “Shop Your Style” section from Hobo’s website. The new Hobo Pinterest profile only has five boards, each titled after the five Hobo Girl styles. The five boards allow the brand to keep a consistent, creative theme across their website and social channels. All of their content fits within one of these five boards, where they mix products with lifestyle imagery related to a given Hobo Girl. The Hobo team worked with Piqora to launch a “Which Hobo Girl Are You?” Pinterest promotion as part of their fall campaign and new website launch. The brand is a veteran to Pinterest promotions with Piqora and typically launches one each season around new collections. Below is what they wanted to achieve with this promotion.

Popular Women’s Accessories Brand Drives Engagement on Pinterest and Website with Creative Pinterest Promotion

PINTEREST BOARD STRATEGY AND PINTEREST PROMOTION:

Hobo Inspires with Hobo Girl Looks and Fun Pinterest Promotion

CASE STUDY:Hobo Inspires with Hobo Girl Looks and Fun Pinterest Promotion

CASE STUDY:

PINTEREST PROMOTION OBJECTIVES:

USER EXPERIENCE AND CROSS-PROMOTION:

RESULTS:

CONCLUSION:

• Extend the reach of the fall campaign and new product offering• Celebrate the brand’s new website and ‘Shop Your Style’ section• Showcase to new and existing customers and fans the brand’s new look and feel

The “Which Hobo Girl Are You?” Pinterest Promotion exceeded the brands expectations. Even though create a board Pinterest promotions are the highest barrier to entry, the brand saw impressive results with participants, unique boards created and impressions:

To enter the “Which Hobo Girl Are You?” Pinterest promotion, participants were asked to follow the brand on Pinterest and create a board titled “Hobo Girl,” pinning with inspiration from one of the five boards on the Hobo Pinterest account. The brand offered a $500 shopping spree grand prize, and wallets for two runner-ups. Hobo heavily promoted the Pinterest promotion on Facebook and Instagram and also with blogger outreach. The illustrator who designed the five Hobo Girl looks also launched an Instagram promotion at the same time and highlighted the Pinterest promotion, driving more traffic and followers. The brand also had a banner on the main page of their website with a call to action that encouraged visitors to enter the contest.

By using Pinterest to extend the reach of the new website launch and fall collection, Hobo achieved their goals of making their brand and products more visible on Pinterest, with over 4,700 new pins that will appear in search results on Pinterest and continue driving high-converting traffic back to Hobo’s site for at least 7 months.

Every time we do a Pinterest promotion with Piqora, I can’t believe it’s turned around so quickly.Our Customer Success Manager made it so simple. It is the easiest thing to work with your team

- Melissa Mayer, Senior Marketing Associate, Hobo

• 1000+ participants• 4,707 pins• 1,316,738 potential impressions• 60,308 reach• 208 unique boards