Debenhams Partners with Pinterest to Boost Brand Awareness Efforts

## Debenhams Group’s New Marketing Strategy on Pinterest

Debenhams Group, previously known as Boohoo Group, is embracing the visually-driven social media platform Pinterest to enhance brand visibility and attract new customers.

### Innovative Approach to Brand Awareness

Marking what is believed to be the first Pinterest campaign initiated by a group brand in the UK, Debenhams aims to establish itself as a top shopping destination for fashion, beauty, and home goods.

### Engaging Content for Shoppers

The group, which includes popular brands such as Debenhams, PrettyLittleThing, and Boohoo, plans to leverage “design-led content.” This strategy is designed to inspire shoppers to explore and purchase items directly from their marketplace.

### Building on Previous Success

This new collaboration builds upon a successful prior partnership with Pinterest. Earlier this year, Debenhams launched a bridal campaign that achieved a remarkable 75% increase in click-through rates compared to industry standards.

### Data-Driven Decisions

At the core of this partnership is a focus on data. Debenhams aims to target specific user activity patterns to transform high-intent users into repeat customers. Additionally, Pinterest’s AI tools will be employed to boost personalization and engagement.

### Insights from Leadership

Dan Finley, the CEO of Debenhams Group, emphasized the importance of relevance in today’s shopping experience. He noted that consumers are not just following trends; they are seeking inspiration to stay ahead of the curve, often turning to Pinterest for ideas.

He added, “Through our work with Pinterest, we’re ensuring that the wide variety of brands found on Debenhams are easily discovered. This enables us to reach new customers and solidify our position as the go-to destination for emerging trends in fashion, home, and beauty.”