Downey - Organic Social

Using search techniques to succeed on social

Through creating Pinterest pins optimised using traditional search techniques, we saw impressive performance on Pinterest, resulting  in increased organic social referral traffic. Results in the first 5 months of the programme included over 2M pin impressions, over 47K pin engagements, a 109% increase in traffic to the website and pins ranking on Google.  

Services provided:
Social Media Marketing

Project Background

Downey is renowned for offering bespoke creative solutions for some of the world’s most prestigious brands. A third-generation family business, Downey has been creating intricate invitations, exquisite corporate stationery and sophisticated packaging products for well over a century.

As the brand’s output is so visual, Pinterest is a key social platform for displaying their craftsmanship, and a platform that their audience uses to search and find inspiration.  The channel was already delivering a small amount of organic traffic to the website without any concerted optimisation or strategy, so we challenged ourselves to think creatively and use traditional SEO techniques on the social network  to increase traffic to the Downey website through Pinterest.

Our Strategy

Our approach included optimising existing project pages on the website – such as the Graff Diamonds Luxury Presentation Box page and the Cartier Presentation Boxes page – and then creating pins for Downey’s Pinterest that targeted those pages using traditional search techniques.

Our keyword research strategy consisted of two parts:

  1. Traditional keyword research and internal linking to optimise the project pages and benefit the visibility of the website as a whole in search engines.
  2. Pinterest keyword research, allowing us to optimise our pins to increase visibility on Pinterest

Results & Stats

2.05 million

pin impressions


pin engagements


increase in traffic to website

All data is from July 2021 to November 2022.

Leo Turner


[The Passion Team] are very good at meeting deadlines and communicating frequently. They have a personal approach that suits our style of work, which allows us to create a good relationship with them.”