Case Study: Tate London achieves increased online engagement and website traffic with Pinterest

Tate - Customer Case Study

Tate, the UK art institution, wanted to bring art lovers closer to its collections online, boost ticket sales and keep visitors engaged year‑round while staying true to its brand. The challenge was to connect with Pinterest users’ search intent without losing Tate’s curatorial voice and to drive awareness and website traffic across Europe, the Middle East and Africa.

Tate mixed Pins of bold artworks and immersive installation images with “inspired by art” lifestyle content (fashion, design, beauty), used Pinterest as a bookmarking tool to drive traffic back to site, and partnered with influencers for exhibition campaigns like The World Goes Pop, even promoting the board via gallery Wi‑Fi. The approach increased Pinterest reach (The World Goes Pop board +16% month‑on‑month), sent high‑quality traffic (Pinterest visitors average two pages per session and one minute on site), and a single viral Pin generated over 46K sessions to Tate’s website.

Tate London

Sofie Roberts

Digital Producer