Debenhams Group taps Pinterest for brand awareness campaign

Debenhams Group – formerly Boohoo Group – has turned to image-centric social media platform Pinterest for a new marketing strategy aimed at building brand awareness and boosting customer growth.

In what is said to be the first Pinterest campaign launched by a “group brand” in the UK_ Debenhams will work with the platform on repositioning the company as a “go-to” shopping destination for home_ fashion and beauty.

The group_ which comprises brands like Debenhams_ PrettyLittleThing and Boohoo_ will use “design-led content” to encourage shoppers to uncover brands and products available to instantly purchase from its marketplace.

The latest partnership builds on an existing relationship with Pinterest_ with which Debenhams had launched a Bridal campaign earlier this year_ contributing to 75 percent better click-through rates compared to category benchmarks_ the group reported.

Data is at the heart of the latest partnership_ with Debenhams setting out to target lower-full activity to convert high-intent users into returning customers. Meanwhile_ Pinterest_s AI tools will also be utilised to enhance personalisation and engagement.

In a statement_ Dan Finley_ CEO of Debenhams Group_ said: “Staying relevant is key for shoppers today. Rather than just keeping up with trends_ they_re looking for inspiration and ways to get ahead of the curve_ and are using Pinterest to do so.

“Through our work with Pinterest_ we_re ensuring that the wide variety of brands found on Debenhams are easily discovered_ which is enabling us to reach new customers_ and ensure we are the go-to destination for new fashion_ home and beauty trends.”