Passion Passport is a website dedicated to the travel community. It fosters wanderlust through the use of inspiring blog posts, travel guides, and videos. Realizing that Pinterest is responsible for driving a large percentage of its online traffic, the team decided to revamp its activity on the social media platform.

- The Challenge - 

How can a startup generate rich and authentic engagement across the online community and increase the brand's awarness without spending a dime in advertising or promoted content? 

- The Goals - 

• Improve CTR to meet benchmark standard
• Increase engagement and generate new leads
• Improve the Pinterest experience for the user
• Design a highly engaging and branded page

- The Game Plan - 

Working with the lead consultant, together we analyzed their current efforts and created industry benchmarks to provide as KPIs for growth. We tested the original website formate and evaluated Passion Passport's digital experience based on our own interaction. 

After highlighting potential pain points and disruptors, we sketched out our ideal journey using the Passion Passport website.  

We then shifted our attention to the consumer. How are people viewing Passion Passport online? What is the journey the take that leads them to our website. Identifying Pinterest as the main source of referral traffic, we realized that the platform was gave users a preview as to how using the Passion Passport website would benefit them. 

- Importance of Personas - 

With consumer insights, we created user personas to understand what these users are looking for when they use Pinterest. Based on these interests, we then curated specific "boards" tailored to these personas.

Ensuring visual consistency was a challenge because we wanted to create an engaging "pin" design that would entice the user to pin or click on the creative, but make it simple enough so that once the project was completed anyone on the Passion Passport team could easily implement the same design, guaranteeing brand standards. We took these brand guidelines and create a design playbook for the editorial team to reference. 

The results?

•  Organically increased board followers +20%
• Increased average daily viewers of website content by 175%, driving exposure and generating awareness of website offerings
• Cross-collaborated across teams to established brand guidelines and playbook for how the brand behaves on the platform moving forward
• Overall better user experience.