Pinterest Marketing Case Study for People Are Culture

A Pinterest case study showing how I increased reach and engagement for People Are Culture through SEO-driven strategy, branding, and consistent content.

Description

This case study highlights my work managing the Pinterest account for People Are Culture during my internship. The account had been inactive for years, with unorganized boards and limited visibility. My role involved reviving the account by optimizing content for SEO, creating branded visuals, and implementing a consistent pinning strategy to increase engagement and drive traffic to the PAC website.

Goals

  • Increase brand visibility on Pinterest and attract a broader audience

  • Drive traffic to the People Are Culture website through strategic pin linking

  • Organize and brand boards to create a cohesive, professional presence

  • Apply SEO best practices to titles, descriptions, and pins to improve discoverability

  • Achieve measurable growth in followers, monthly views, and engagement within a niche market

Process

Account Cleanup & Organization

  • Deleted outdated pins

  • Updated past pins by verifying correct website links and optimizing captions and descriptions for better engagement

  • Created new, SEO-optimized boards aligned with PAC’s website content

  • Designed branded board covers for a cohesive, professional look

  • Enhanced the profile by adding a compelling cover image, profile picture, and bio that presented the essence of PAC

SEO Optimization

  • Conducted keyword research using The Hoth to identify high-volume, relevant keywords for Pinterest

  • SEO keywords were used to refine board titles and descriptions

  • Used CTA’s in the pin designs to encourage people to click PAC’s website linked to the pin

  • Example: Renamed “Columbia’s Culture: what to know and where to go” to “Colombian Culture”, which had significantly higher search volume

Consistent Content Creation

  • Developed a posting formula: 3–5 original PAC pins + 3–5 curated pins daily

  • Balanced original content with high-quality community pins to boost engagement

Competitor Insights

  • Studied successful Pinterest accounts (Maryann Rizzo, The Kitchn, Abby Lawson, Full Suitcase)

  • Applied best practices such as consistency, strategic board organization, and SEO-driven pinning

Challenges & Constraints

  • Niche Limitations: Cultural & travel lifestyle is less popular on Pinterest, making rapid growth slower than in trending categories like home décor, food, or fashion.

  • Inactive Account: PAC’s Pinterest had been unused for years, with outdated pins, unorganized boards, and weak SEO.

  • Limited Original Content: Initially, most boards contained few original PAC pins, requiring a balance of curated and new content.

  • Learning Curve: First time using Pinterest for business purposes, requiring research on SEO, pinning strategy, and platform best practices.

Results

📈 In just 10 weeks, monthly reach more than doubled and follower count grew steadily, despite operating in a niche category with slower growth potential.

  • Followers: 241 → 365 (+51%)

  • Monthly views: 18k → 38k (+111%)

  • Pins: 950 → 1,676 (+76%)

Based on Pinterest engagement benchmarks, the optimized account likely drove 100–300 monthly website visits by the end of the campaign. This demonstrates how even within a niche category, SEO optimization and consistent pinning can convert reach into meaningful site traffic.

Key Takeaways & Next Steps

This project reinforced the importance of SEO, consistency, and branding in driving growth on Pinterest, even within a niche market.

Looking ahead, continuing consistent pinning and gradually increasing original PAC content will help maintain growth. Advanced SEO strategies, such as keyword-rich descriptions and trending hashtags, can further enhance visibility, while joining group boards and exploring collaborations can expand reach. Monitoring analytics will allow for ongoing refinement of the strategy, and testing promoted pins for high-performing boards offers opportunities to drive targeted traffic to the PAC website.