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3 DIY Brands That Redefined Marketing with Their Pinterest Campaigns

The DIY home improvement market is expected to grow at a CAGR of greater than 3% during 2021-2026. Much of the growth for the do-it-yourself (DIY) home improvement retailing came during the COVID-19 pandemic when DIYers in developed and developing countries were investing time to complete home improvement projects as a majority of the people were under COVID-19 lockdown. However, the trend hasn’t died down and DIYers are still actively pursuing DIY activities.

While may sound encouraging to DIY brands, there is still a lot of room for much higher growth in the industry. And to that end, brands will have to come up with interesting marketing ideas to get themselves noticed by their target audience. Thankfully, there is no shortage of successful case studies in the industry and upcoming brands can take a page from the books of these three DIY brands that carried out exceptional Pinterest campaigns.

1. Michaels

Michaels is a household name across the US and Canada for crafters and makers looking for inspiration for their next project.

Their Objective

Michaels wanted to drive its foot traffic through digital ad spending on Pinterest in a meaningful way.

Solution & Approach

Michaels decided to run collections ads across awareness and consideration objectives during the crucial holiday season. It created Pins that showcased holiday decor to tap into a sense of discovery for upper-funnel prospecting.

Its conversion campaign featured Pins that were meant to mimic the shopping feed that followed creative best practices like tasteful branding, a strong product focus, and a CTA button. Their strategy revolved around increasing the share of voice in major categories for Michaels and driving engagement and conversions by leveraging the trends tool to incorporate popular Pinterest searches.

The Result

The Pinterest campaign by Michaels saw significant success as it drove a whopping 120% incremental lift in visits to its stores. Also, it led to a $12 platform ROAS for Michaels.

2. ScottsMiracle-Gro

ScottsMiracle-Gro is an American multinational corporation that manufactures and sells consumer lawn, garden & pest control products, and soilless indoor gardening equipment.

Their Objective

ScottsMiracle-Gro wanted to nurture the inner gardener in people by helping new gardeners who look for DIY improvement ideas and tips on how to beautify their gardens or backyards.

Solution & Approach

ScottsMiracle-Gro teamed up with its media agency, Disruptive Advertising and VidMob, a Pinterest Business Partner focused on creative production. The ads leveraged visual storytelling to demonstrate to new gardeners what they can do with their backyards and front porches. They centered their creative on emerging trends like “container plants”, “front porches”, and “summer gardens”.

As they aligned their Pins with trending ideas, ScottsMiracle-Gro got a chance to team up with Pinterest and use the Trend Badge. The badge signifies that a Pin shows a statistically significant Pinterest trend, and is an easy way for brands to inspire with relevant, timely content.

The Result

ScottsMiracle-Gro’s Pinterest campaign performed exceptionally well and registered a 60% lower cost-per-engagement on Pinterest than on other platforms. Also, there was a 2-point lift in its message association from video.

3. Scotch™ Brand

Scotch™ Brand is a popular DIY brand that offers more than 400 varieties of adhesive tape and countless other products from spray adhesives and super glue to tape dispensers and laminators.

Their Objective

Scotch™ Brand wanted to identify popular search terms on Pinterest that could help them form their creative strategy.

Solution & Approach

Scotch™ created a series of how-to videos on kid-friendly, back-to-school crafts that were centered on the top searches. All these videos used Scotch™ Brand Tape to make their supplies, showing exactly how versatile and helpful the product can be.

Scotch™ Brand chose to use the new Idea ads format to take advantage of multi-page, engaging content. Each ad opened with a video on how to make the craft, followed by static slides with additional instructions and product tips. This ensured that viewers were getting a clear, step-by-step tutorial on how to make each craft. The video element also added sound and motion to the ads, making them extra engaging.

Also, Scotch™ decided to work with Kailo Chic—a creator already popular for her kid-friendly crafts. Kailo featured in their videos, helping the Scotch™ Brand reach her audience, and helping Kailo reach theirs.

The Result

Scotch™ Brand’s Pinterest ad campaign was a major success as the cost per impression for the ads was 64% lower than Scotch™ Brand’s awareness goal for this campaign. The clickthrough rate also blew past expectations, at 4 times higher than Scotch™ Brand’s average consumer benchmarks.

Bottom Line

Video Pins can be a great way for brands to get their tutorials across to Pinners. Also, short-form videos and max-width videos can be a great way of boosting click-through rates on Pinterest. However, keeping it simple and comprehensive is the key- a trick that brands often tend to miss.


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