Experimenting with New Mediums: Pinterest Ad Campaign Success Stories
Pinterest only made its advertising wing more powerful within the past year. Marketers are still finding their feet on the platform while learning how to communicate with potential consumers. That said, Pinterest ads have a few significant success stories that speak highly of its ability to convert consumer engagement into sales.
Let’s take a look at three different companies that partnered with Pinterest’s advertising medium early in its release. These three companies took different approaches to their ad campaigns but all saw success as a result of their work.
Brand Awareness and Boursin
It’s not that we want to start out with a cheesy angle. But the story of Boursin’s rise to popularity is so delicious! (We’ll stop).
Boursin serves as a branch of Bel Brands USA. The company exports gourmet cheeses to over 35 countries, making it a boon to anyone wanting to get a little creative in the kitchen. That said, the Boursin name is most commonly known in higher echelon circles.
Boursin came to Pinterest with the intent to grow consumer brand awareness. Using the interface, Boursin was able to put together 18 promoted pins under a “Made to Wow” campaign. They encouraged potential consumers to use the foods in their home to make stunning gourmet dishes – with a little bit of help from their own company, of course.
As a result of their DIY angle, Boursin saw a brand awareness increase of 35 percent. Consumer intent to purchase also rose by 25 percent.
Digital Sampling with Estee Lauder
Estee Lauder, comparatively, wanted to bring its beauty line to consumers through a new medium. Digital sampling campaigns have proved to be serious aids to the beauty community, as these methods allow consumers to choose the best products for them without going to a brick-and-mortar shop.
Estee Lauder partnered with Pinterest to drive its digital sampling campaign in late 2018 near the holiday season. This campaign, with its new technology and targeted audience via applicable Pinterest pins, doubled Estee Lauder’s click-through rate.
Onboarding New Consumers With Imperfect Foods
Imperfect Foods also used Pinterest’s aesthetically-oriented organization to make undesirable food look beautiful. The company, which takes on and sells produce that grocery stores won’t – for aesthetic reasons only – built an organic Pinterest presence before launching their campaign. Then the business created pins labeled under “sustainability,” “meal planning,” and other trending keywords to attract their already-interested audience to their products.
This deliberate targeting led to a significant increase in consumer interest, thereby helping the company onboard new consumers. Since that initial debut, Imperfect Foods has expanded its reach into new areas, building up its scope now that it better understands consumer needs.
Thus far, Pinterest has allowed its partnered businesses to achieve their goals in new and unexpected ways. While it may take some time to adjust to the interface, it’s clear that Pinterest has just as much (if not more) purchasing sway as the Big Four social media platforms. With that in mind, why not experiment with Pinterest’s ad creation process? Based on the success of the three companies noted here, there’s little for you to lose.
Image attribution: Aleksei – stock.adobe.com