Target (NYSE: TGT) is teaming up with some top pinners by partnering with Pinterest tastemakers in a year-long promotion beginning in spring.
Three of the platform's most influential Pinners will create a series of party planning collections. Joy Cho of Oh Joy!, Jan Halvarson of Poppytalk and Kate Arends of Wit & Delight will each create limited-time-only collections, launched over the course of 2014, including party décor, paper products and serving pieces designed in their signature aesthetic.
"Pinterest is such a popular destination for entertaining inspiration, so we're partnering with the platform's top tastemakers to bring their inspiration to life through beautifully designed party collections," said Rick Gomez, senior vice president of marketing at Target. "We are proud of Target's pioneering efforts in the design space and this collaboration is the first-of-its-kind in retail." According to Pinterest, there are more than 700,000 party planning-related items pinned every day.
Pinterest pro Joy Cho kicks off the program's inaugural collection, which debuts online and in stores March 16, and is sure to take the guess work out of your spring soirée. Known for her bold use of color and pattern, and a keen eye for detail, Cho's collection is inspired by a modern garden party and includes everything from whimsical banners and sparkly party hats to gold-rimmed cups that range in price from $3 to $25.
"I really wanted to create a collection that helps people make their parties pop, even if they don't have time to add those handmade touches themselves," said Cho. Jan Halvarson of Poppytalk and Kate Arends of Wit & Delight will follow suit with collections launching in June and September, respectively.
Few social media or marketing programs drive retail traffic and sales like Pinterest. According to research by Piqora, a pin on Pinterest generates 78 cents in sales, on average. More importantly, a pin can drive both pageviews and orders several months after its original pinning — 50 percent of visits happen after 3.5 months of first pinning. Target's year-long campaign could continue to bear fruit well into 2015.
-See Target's A Bullseye View
-See Joy Cho's Pinterest board
Peter Pilotto for Target sells out fast
Target to install chip and PIN card readers, says that only 25 registers were to blame for massive breach
The story of how Target had chip and PIN cards, but failed to keep them
Arrested pair thought to be Target hackers, NRF urges adoption of chip and PIN cards
Target invests $5 million in security education, offers free credit monitoring to customers for 1 year