Target recently announced plans to partner with three of Pinterest’s top pinners to design limited edition party-planning collections sold exclusively by the retailer. Items will consist of party décor, paper products, and serving pieces. The pinners, also successful design bloggers, include:
Jan Halvarson of Poppytalk ─ more than 8.3 million Pinterest followers.
Kate Arends of Wit & Delight ─ more than 2.6 million Pinterest followers.
Cho’s collection makes its debut in stores and online first ─ beginning March 16 ─ followed by Halvarson on June 22 and Arends on September 14. Prices for Cho’s items will range from $3 to $25.
Collaboration Gone Digital
A statement on the Target website notes that more than 700,000 party planning-related items are pinned every day. “Pinterest is such a popular destination for entertaining inspiration, so we’re partnering with the platform’s top taste makers to bring their inspiration to life through beautifully designed party collections,” says Rick Gomez, senior vice president, Marketing, in a statement. “We are proud of Target’s pioneering efforts in the design space and this collaboration is the first-of-its-kind in retail.”
Items are not even available yet and the collaboration already seems to be working wonders for Target’s Pinterest following. The retailer itself has just over 145,000 Pinterest followers, but the “Party with Pinners” board itself currently has more than 800,000 followers.
While many companies choose to focus most of their time and effort on Facebook and Twitter, Target may have the right idea by placing such a great emphasis on Pinterest. Social media marketing and analytics firm Piqora, notes that pins are 100x more viral than tweets. Additionally, the average pin results in two site visits, six pages, and more than 10 re-pins.
Pinterest users also tend to spend more money than those are other social networking sites. DMR and Digiday found these shoppers average $140 to $180 per order, compared with $80 to $60 from consumers converting from Facebook and Twitter.
Target is notorious for its collaborations with countless popular designers, including big names like Isaac Mizrahi, Zac Posen, Missoni, Phillip Lim, Jason Wu, Alexander McQueen, Rodarte, and so many more. However, this represents the first time the retailer has partnered with social media influencers. Perhaps if this collaboration goes well, we may see more in the future.