Freepik and Pinterest: a Successful Partnership
Freepik Company, the world’s most used image bank, generates web traffic that stands at 40 million unique users per month from all over the world and more than 100 million downloads of its services’ resources monthly.
The success of the three main platforms that together make up the ecosystem formed by the company’s services – Freepik, Flaticon and Slidesgo – has been achieved thanks to the high quality of its 17 million resources. This visual strategy consists of an international vision of its resources, the continuous monitoring of prevailing aesthetic trends worldwide, as well as a carefully studied strategy for attracting traffic, in which Pinterest plays a very important role.
Taking advantage of the fact that the bulk of the target audience for Freepik’s services – designers, creatives and marketing professionals – has an important presence on Pinterest, and taking into account the constant flow of engagement and interactions that Freepik Company had detected on this platform, the company decided to go further in the strategy developed on Pinterest.
Thus, as Carmen Guerrero, Freepik Company’s CMO, says, “Due to Freepik Company’s global nature, to achieve our traffic (organic mostly) and user goals, we took into account differentiation by country, topic and key search moments. Both Pinterest Trends and the platform’s weekly reports were very helpful in adapting to changes in search queries.”
Thanks to the segmentation offered by Pinterest through Freepik’s profile of 1.9M followers – which is growing at an average of 7% per month – it reached audiences customized by interests and keywords, focusing on seasonal themes, among others. This was combined with a remarketing strategy to attract subscriptions through country-differentiated conversion campaigns, and here Pinterest’s tracking tags were instrumental in differentiating the most profitable audiences and tailoring messages to them.
“Pinterest has become a strategic partner for Freepik, as we get 78.91% of our social media traffic from this platform, and 7.16% of our current overall traffic. It allows us to reach new audiences every day and supports us in engaging our users creatively,” says Rosario Jiménez, Pinterest Specialist at Freepik Company.