Pinterest X Cath Kidston
Modern vintage retail sensation Cath Kidston partnered with Pinterest to promote the launch of its Colour by Cath Kidston collection, using QR codes to connect the instore experience with their online content.
Each colour was given its own unique QR code, which was printed on the hang tag of the respective products. By scanning the code using the Pinterest Lens (or any other QR code reader, such as the built-in iOS camera), consumers are instantly taken to one of many Pinterest boards filled with inspiration, colour meanings and styling tips from bloggers.
The campaign is supported by a blog post on the Cath Kidston website and a step-by-step guide, reproduced below.
It’s a nice, simple example of using the smartphone as the bridge between offline and online, with a very specific use case in mind. Although it wasn’t necessary to partner with Pinterest to achieve this result (any other brand could do the same using a platform like ours), the focus on Pinterest boards and the Pinterest Lens creates a compelling call to action and removes the barrier of consumers thinking they need to download an app to scan QR codes, when they already have one on their phone.