Case Study: Allrecipes achieves dramatic traffic and engagement growth with Pinterest Save Button

Allrecipes.com - Customer Case Study

Allrecipes, the world’s largest digital food brand reaching 30 million home cooks, wanted to be the first stop for holiday meal planners and capitalize on growing Pinterest referrals. To make recipes easier to share and increase site discovery, they needed a way to drive traffic back to Allrecipes and mobilize their community of passionate contributors.

Allrecipes added a prominent Save button and new above‑the‑fold recipe template, promoted Pinterest in marketing emails sent to 6 million subscribers, and trained their influential Allrecipes Allstars to share best practices. Within three months over 50,000 recipes were saved, generating 139 million Pinterest impressions and a more than 900% increase in clicks from Pinterest; after launching a Scoop newsletter, clicks to Allrecipes from Pinterest quadrupled in under a week, with repins/likes rising 3x and reach doubling.

Allrecipes

Esmee Williams

Vice President, Brand Strategy