Sokrati

SOKRATI

Objective

Marks & Spencer is an established premium retail brand in India. Alongside SEO they wanted to experiment innovative ways to increase organic visibility and reach new high-intent audiences.

Industry:

Retail & Ecommerce

Services:

Search Engine Optimization

Approach

STRATEGY & EXECUTION

Our team identified a gap in user search experience, as M&S's non-branded keywords displayed random Pinterest Boards and Pins at the top of SERP.
Basis our research, apparel and home décor are Pinterest’s trending categories, and 55% users log in to the platform with a purchase intent.
As Pinterest is a visual discovery engine, our team planned a holistic Pinterest SEO strategy to capture the attention of intent-oriented audiences. We gained the first mover advantage by launching M&S’s Pinterest page and tapping into Pinterest SEO, as the brand’s competitors weren’t consistent on the platform.
In March 2021, M&S launched their home décor vertical in India and we leveraged this opportunity to promote their niche products for higher visibility and engagement.
With excessive understanding of Pinterest’s algorithm and competitor analysis, content & creatives that showcased the product aesthetics were strategically posted on feed.
We created 42+ trend-led boards and pinned 500 image/video submissions in the niche categories to attain user attention on Pinterest. Keyword-rich titles, descriptions, relevant tags and destination links were added to optimize user experience and help them locate their desired products. Through this, we achieved 29.6K% Average growth in Monthly Engaged Audience over 12 months.
We built M&S’s Pinterest feed from grounds up and achieved 93K% growth in total audience and 4.8K% improvement in organic impressions. Pinterest ads are yet to be introduced in the Indian market, but we’ve already established a notable Pinterest presence for M&S.

Testimonial

At Marks & Spencer, we are always looking for innovative ideas to reach our customers. Team Merkle Sokrati set its sights on inspiring the audience through Pinterest. The team’s dedicated efforts captured the attention of high-intent consumers organically and resulted in ~4.8K% growth in organic impressions within a year of commencing the Pinterest India account.

Pankaj Kapoor

Head Of Marketing Marks and Spencers,India

Results

Growth in Organic Impressions

+4.8K %

Growth in Total Audience

+93K %

Growth In Engaged Audience

+29.5K%

Discover how we did it. Contact us today