Indigo: Building Community through Pinterest

Pinterest Case Study

Community Curation

Indigo, Canada’s largest book, gift, and specialty toy retailer, is a premier source for ideas and inspiration throughout Canada. The company’s website,, also supports an active and award-winning online community. Site members can contribute in a number of ways including making comments on products and leaving reviews after making purchases. As users interact with site content, they are encouraged to bring in new users by sharing their reviews and comments to their preferred social networks. As a result, the site serves as both a popular online storefront as well as a leading source for book, gift, and specialty item recommendations. Indigo is using Gigya’s social infrastructure to power many community features on For example, Gigya’s Social Plugins for sharing and commenting allow users to seamlessly syndicate content to multiple social networks, and leave comments after authenticating with their Facebook, Twitter, or LinkedIn account. With this social infrastructure in place, Indigo is able to effectively drive activity, social referral traffic, and purchases across their site.

Integrating the Latest Social Trends

To build customer relationships, the Indigo team is always on the lookout for new ways to connect with its audience and drive brand awareness. Seeing potential in image sharing social network, Pinterest, Indigo created pinboards to showcase its library of content and inspire the vast Indigo community. On the Pinterest boards, visitors and followers can view new and popular books, gifts, and specialty items, as well as follow Indigo advocates with similar tastes. Indigo’s next logical step was to provide an easy way for users to Pin site content, in turn creating an ongoing viral loop between Pinterest and Indigo’s website. To accommodate user preferences, and at the same time drive social referral traffic to, Indigo added the Pinterest Pin It button to all product pages across their site. Because Gigya’s Share Plugin had already been integrated throughout product pages, adding the Pin It button was easy, taking little time and resources.

A Better Way to Share

Users immediately started pinning all sorts of products on the Indigo site. In fact, just two months after integrating the Pin It button, the number of shares to social networks increased by 78%, with Pinterest accounting for 56% of shares. An even more compelling stat shows that social referral traffic grew by 218% over that same time, with Pinterest accounting for 40% of social traffic.

Case Study Highlights

  • 78% increase in shared content
  • Pinterest accounts for 56% of shares to social networks
  • 218% growth in social referral traffic after 2 months
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