Content brand of the week: BHLDN, the bridal brand that’s skipping down the aisle

Screen Shot 2014-10-30 at 14.01.42Big Heads, Little Dinky Nappies? Blue House, Lavender Door kNob? Brighton & Hove Long Division Newbies?

Wrong, wrong and triple wrong. BHLDN (or beholden as we’re told it’s pronounced) is a wedding brand. Specifically an offshoot of Anthropologie, the US clothing giant.

Love is in the air then?

We certainly love the brand’s content. As you might expect from a brand that’s all about nuptials, BHLDN goes big on Pinterest and other visual content.

I don’t see the connection.

Well the old(ish) joke goes that 90% of Pinterest is made up of Home, Fashion and Wedding content. Whether that’s entirely accurate, we’re not sure (the stats change all the time), but there’s a heck of a lot of 25-34 year-olds, a heavy skew towards women users and a higher average spend than traditional channels – all of which makes it a prime hunting ground for bride-friendly brands.

And BHLDN is owning it?

With almost 10,000 pins and just shy of 150,000 followers, there’s obviously a lot of effort going into the channel and it’s clearly hitting the right notes with the audience. If we had one criticism it’s that too much of the pins link through to external sites, sometimes even competitors, rather than diverting traffic back to the site. That’s the e-commerce equivalent of punching the bride’s father at the reception then staggering into the cake.

Well, we’ve all been there, right?

No, only you have been there. BHLDN is much better at monetising its social following on Instagram, where it uses a secondary platform called Curalate to suck in its imagery and shoppable-ify it.

Screen Shot 2014-10-30 at 12.22.27

Hold on, “shoppable-ify”?

This is the Internet, I can make up words if I like. The image above is the brand’s Instagram page, and then the one below is what the Curalate page looks like. You’ll notice all the Like2Buy images are on the Insta page too. But not all the Insta images are on Curalate, just the ones you can purchase from BHLDN.

Screen Shot 2014-10-30 at 12.19.29

Ah, very savvy.

Savvy indeed – it’s something a lot of e-commerce brands could benefit from employing. US retail giants like Nordstrom and Target helped launch the platform in August, so expect it to trickle its way down in the not-too-distant future. Another strong facet of the brand is its blog, B-Inspired, which offers brides and grooms-to-be a whole heap of ideas for their own special day. The posts cover everything from real-life weddings, to fresh new products entering the collection to tips on booking the right caterer. Everything you might need if you’re planning to walk up the aisle any time soon. If we had one criticism it’s the way many of the text-based stories are uploaded as images, making them easily pinnable, but not searchable.

Screen Shot 2014-10-30 at 13.51.16

Bit of a cock-up, or deliberate strategy?

As far as we know, there really is no reason to make your content unsearchable, so it’s a little odd if it is a Pinterest thing. We also haven’t seen much of the content appear on the brand’s pinboards – sometimes brands are confusing! Regardless, for its overall grasp of social content, strong visuals and forward-thinking monetisation strategy we’re thinking this is one wedding (brand) that won’t end in a boozy punch-up.

I now pronounce BHLDN, content brand of the week!

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Author: Tom Owen

A strategic storyteller and compelling content creator, awash with acuity and adept at alliteration. I work for Speak Media.

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