The retailer is working with power users launch exclusive collections to be sold in stores and online.
Setting itself apart from other key competitors, such as Wal-Mart and Amazon, Target has focused on appealing to design-savvy crowd by curating unique products, partnering with designers from Cynthia Rowley to Prabal Gurung. Now, Target is strategically leveraging the power of social influencers on the much loved design oasis, Pinterest, which has helped drive an increase of up to 70% in traffic to their website upon the launch of Rich Pins. In an experiment that strays from their normal strategy of leveraging powerful brand names, Target is partnering with Pinterest stars, Joy Cho, Jan Halvarson, and Kate Arends, in hopes that these popular Pinners, all of whom write blogs and professionally work in design, may attract their loyal followings into Target stores.
Rick Gomez, Target’s Senior Vice President of Marketing, stated.
Social media creates so many great opportunities for talented up and comers, and we definitely see today’s top Pinners as expert curators of style and design. We think their unique point-of-view will resonate well with our guests who regularly rely on Pinterest for inspiration and ideas.
The three Pinterest power users have massive followings on Pinterest have over 13 million followers combined, with Cho leading the way. Target decided to focus on party collections with Cho, Halvarson, and Arends because party products are generally the most popular on the social platform, with more than 700,000 party-related items pinned to the site every day. The Pinterest partnership will yield a series of limited-edition collections featuring exclusive party products that will be sold in brick-and-mortar locations as well as online. Los Angeles-based graphic designer behind the blog Oh Joy!, Cho, will be designing the first collection, which goes on sale March 16. To fully leverage the brand Cho has developed, her Target collection will keep the name of her blog, Oh Joy!, to stay recognizable amongst her current followers who may stumble upon the collection in stores. The Oh Joy! capsule will contain modern garden party wares that range from paper lanterns to tablecloths.
The next collection will be launched at Target during June, and will feature products with feminine, Victorian-inspired details designed to add luxury to outdoor occasions from Halvarson. Her design blogs Poppytalk, and its e-Commerce spinoff, Poppytalk Handmade, focuses on handmade and vintage goods, including a glamping-themed collection (glamping is glamorous camping for those of you who have never glamped). The final party collection to be launched in September is inspired by artisan food and craft beer by Arends, whose blog Wit & Delight, has inspired this particular party theme. Naturally, these exclusive collections will be unveiled on Target’s Pinterest page, which will be the hub of content related the party capsules.
Source: Fast Company