What: The retailer’s innovative Pinterest campaign combined editorial content, data, and technology to create a personalised, immersive digital shopping experience that outperformed platform benchmarks and drove strong engagement.

Why it is important: The campaign highlights how editorial content and high-impact digital formats can drive engagement, brand visibility, and conversion by connecting with consumers at moments of high purchase intent.

El Corte Inglés became the first advertiser in Spain to launch an editorial shopping experience on Pinterest, leveraging exclusive high-impact formats during the critical holiday season. The campaign featured an editorial Takeover and a Brand Day with Premiere Spotlight, presenting curated product boards across categories like fashion, beauty, accessories, home, and food. By integrating content, data, and technology, the retailer created a visually rich, personalized environment that inspired discovery and facilitated seamless shopping. The results were impressive: the campaign reached over 1.2 million unique users, generated a 390% increase in editorial visits versus Pinterest benchmarks, and drove more than 39,000 content interactions. This initiative demonstrates the power of combining editorial storytelling with digital innovation to capture high-intent audiences and maximize brand impact during peak shopping periods. El Corte Inglés’s success on Pinterest sets a benchmark for retailers seeking to blend inspiration, product discovery, and purchase in a single, immersive digital experience.

IADS Notes: El Corte Inglés’s pioneering editorial shopping campaign on Pinterest is the latest example of its broader digital and experiential transformation, as documented in multiple IADS sources. The company’s comprehensive strategy, highlighted by America Retail (February 2025), combines store renovations, digital expansion, and management restructuring to adapt to evolving retail dynamics. The launch of Gen Z-focused pop-ups and experiential concepts (Modaes, May 2025), along with massive seasonal recruitment and training campaigns (Valencia Plaza, October 2025), demonstrates a commitment to innovation and operational excellence during peak periods. El Corte Inglés’s renewed investment in cultural partnerships (Press Release, February 2025) and art installations (Fashion United, March 2025) further reinforce its position as a leader in blending retail with community engagement and cultural relevance. The group’s €3 billion investment plan through 2030 (Modaes, July 2025) and new sustainability initiatives (Modaes, August 2025) underscore its ambition to balance heritage with digital innovation, operational efficiency, and ESG leadership. Financial performance remains strong, with 4.3% like-for-like growth and a 6.7% increase in net profit for FY2024-25 (Press Release, June 2025), while the company’s brand reputation and customer trust continue to rise (Modaes, January 2025). Collectively, these developments show that El Corte Inglés is setting a benchmark for digital-first, experience-driven retail, leveraging exclusive content, platform partnerships, and omnichannel strategies to connect with high-intent audiences and drive growth in a rapidly changing market.

El Corte Inglés launches an experiment on Pinterest