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David's Bridal curates Pinterest boards for brides tailored to their tastes

Formal apparel retailer David?s Bridal is maneuvering the influx of soon-to-be brides after Valentine?s Day through a quiz on Pinterest made with the social platform?s API to personalize the shopping experience. 

David?s Bridal is riding the wave of Valentine?s Day engagements with a new social media quiz that leverages Pinterest?s API to target fitting users. The online quiz will create the ideal board for individual brides who are beginning to plan their wedding. 

?The quiz provides a personalized experience that will generate a board for her based on how she answers 7 simple questions,? said Sam Norpel, vice president of digital commerce at David's Bridal. ?Unlike her usual Pinterest activity where she has to find her own pins, this board will be populated for her with content that aligns with her unique vision for the day. 

?In addition it offers her a seamless way to book an appointment with a stylist at her local David?s Bridal store so that she can begin her wedding dress shopping journey,? she said. ?David?s Bridal is the first bridal retailer to work with Pinterest to develop a customized quiz experience that is seamlessly integrated with Pinterest?s API.?

Be Your Own Bride

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David's Bridal Pinterest quiz

The Pinterest quiz builds on that notion, allowing users to answer questions so their results can be tailored specifically to them. The online/mobile quiz begins by asking brides the details on their wedding, such as the date and location. 

Participants then answer six preference questions such as the color scheme, wedding theme and favorite dress silhouette. Other fun questions include, ?Who is your celebrity bride crush,? and ?what is the moment in the day you can?t wait for?? 

David?s Bridal will then curate 22 pins for a Pinterest board that is tailored to the user?s exact tastes. All of the pins will be in relation to weddings so she can start planning her own, without having to sort through Pinterest herself.

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David's Bridal Pinterest quiz

Through these pins, David?s Bridal offers the ability to connect with a nearby shop for brides to book an appointment. 

The Pinterest Quiz was built in partnership with VaynerMedia and Pinterest. The quiz begins today, Feb. 14, in conjunction with Valentine?s Day. 

Pinterest strategy 
Pinterest has been a hotbed for unique ideas from brands looking to connect with users. 

For instance, Ann Taylor reminded consumers of its historic roots by showcasing retro looks on a Pinterest board interspersed with new products that direct users to shop its collection based on the classic styles.

The apparel and accessories manufacturer pulled together images from its past to drive sales among customers interested in vintage-inspired clothing. The Pinterest board played on users? love of retro content and is hoping to drive users to its mobile-optimized Web site to purchase its August Dress Capsule (see more).

Also, Marshalls made some of its customers? Pinterest boards come to life this fall with surprise packages delivered to consumers? homes featuring gifts inspired by items they have pinned on Pinterest as part of the retailer?s Pin Pals campaign.

Marshalls sought to capitalize on Pinterest?s status as a social network that people turn to for tracking products and projects they want for their own homes. By offering surprise fulfillments on those Pinterest boards, Marshalls encouraged further use of the Pinterest platform while raising the profile of its own products (
see more).

?When brides click on the link to the Pinterest Quiz on DavidsBridal.com they will be asked 7 short questions about their upcoming wedding and style preferences,? Ms. Norpel said. ?After answering the questions she will receive a personalized board that is curated specifically for her so that she can begin her wedding planning.

?To help her visualize her wedding a personalized board with 22 pins will be automatically generated to include content such as wedding dress styles, bridal party color palettes, gifts and favors, personalized invitation and glassware options and inspirational quotes,? she said. ?In addition the board will allow her to seamlessly make an appointment at her local David?s Bridal store to meet with a stylist and start her journey to find the dress of her dreams.?