Pinterest built the top of a funnel Google couldn't.

The problem

Founders had discovered that their target buyer — home-brewing enthusiasts — did most of their discovery on Pinterest, not Google. There was no plan to reach them there.

The approach

• 1

  Pinterest SEO across board names, pin titles, and descriptions.

• 2

  Vertical 2:3 pin design built for the Pinterest feed, not repurposed IG posts.

• 3

  Seasonal planning three months ahead of the query spike (cold brew May, gifting November).

• 4

  Rich pins wired to product pages with real inventory feeds.

What changed

• Pinterest is now the second-biggest source of traffic to the store after direct.
• Outbound-click cost-per-visit at ₹4.30 — a quarter of the paid alternatives.
• One 'cold brew ratio' pin drove 42K clicks over four months with zero paid boost.
• Gifting revenue in Q4 grew 3.4× versus the previous year.