Minor Details
Retail
Pinterest Marketing & SEO Strategy
Philadelphia
2025
Minor Details Philly is a vibrant boutique based in Manayunk and Fishtown, offering curated Philly-inspired sportswear, accessories, and gift items that celebrate local flair. With robust in-store sales, they sought to strengthen their online presence and reach customers beyond their local neighborhoods
Summary
Matcha Raye Media led the end-to-end launch and optimization of Minor Details’ Pinterest channel. As their consultant, I developed a Pinterest-focused marketing roadmap—including keyword-rich pin descriptions, board curation, and tagged SEO strategy—and executed tracking via UTM parameters aligned with site goals. I designed branded visuals, scheduled consistent pin placements, and leveraged seasonal and Philly-centric trends to resonate with core audiences.
Challenge
Although Minor Details had strong visual merchandising and local appeal, their online traction remained limited to local Instagram, in person shopping and web searches. To expand their customer base, they needed an organic search channel that integrated messaging and resonated nationwide—all while preserving brand authenticity and regional identity.
Solutions
I launched Minor Details’ Pinterest strategy from scratch—creating bespoke boards themed around Philly sports, gift ideas, and seasonal trends, all infused with rich, keyword-optimized descriptions to increase discoverability on Pinterest. I designed and implemented a content calendar, crafting branded visuals and integrating UTM tracking to directly measure performance back to the website . Throughout the first month, I actively monitored key metrics—impressions, pin clicks, and outbound traffic—iterating on top-performing content types and keywords. These efforts resulted in over 40,000 impressions and 1,000+ site visits in just four weeks, validating Pinterest as a powerful, growth-driving channel for Minor Details. Let me know if you'd like quotes or visual examples to pair with this entry!
