• Jefrey Gomez

Three Retail Companies That Hit the Bullseye with Their Brand Awareness Campaigns on Pinterest

The global retail industry is expected to grow from $174.28 billion in 2015 to $362.11 billion in 2020, thereby registering a growth of more than 100%. This explains the growing ad spending in the retail sector that accounts for almost 22% of the total digital ad spending in the US alone.


However, the exceptionally high number of players in retail has made it quite challenging for companies to carve out a place for themselves in their audience’s consciousness.


Therefore, it’s hardly surprising that an increasing number of retail brands are looking for ways to incorporate new tactics in their marketing strategy to create for themselves an augmented brand awareness. Companies now require to adopt an out-of-the-box approach, which was done by these three brands that partnered with Pinterest, for increased familiarity in their customers.


1. John Lewis


John Lewis wanted to create an increased presence with new parents, who were confronted with an overwhelming amount of information, much of which was often contradictory in nature.


Their Objectives

The John Lewis team wanted to boost its brand awareness with new parents for their baby and child products, subsequently leading to an increased purchase intent with them.





Approach & Solution

Since Pinterest was fully capable of showcasing John Lewis’ products to their audience and specifically deliver on their targeted demographic, they decided to collaborate with Pinterest for their brand awareness campaign.


John Lewis decided to build their campaign around Video Pins. They sought to hone in on their audience by using keyword targeting, and launched a hero video asset that demonstrated how their products could enliven a nursery.





Promoted Pins and organic pins were then used to re-target video viewers, providing them with useful information on parenting, and featured specific products or themes like “nursery design ideas” or “hospital essentials”. This strategy helped John Lewis increase their brand awareness by specifically engaging with Pinners who were looking for parenting-related content.


The Result

The campaign turned out to be quite successful for John Lewis. A study by Millward Brown Brand revealed that the campaign helped increase their brand awareness by 20% and purchase intent by 33%. This gave them a substantial traction with new and would-be parents.


2. White Stuff


White Stuff had launched the Linen Shop on their site and wanted to build a niche for themselves within the rapidly growing linen goods space.


Their Objectives

White Stuff sought to amplify their reach by boosting their brand awareness based on a set of KPIs that included engagement rates, view-through rates, and click-through-rates.


Approach & Solution

As Pinterest enjoys a massive following from people looking for fashion inspiration, it was the ideal partner for White Stuff to drive their brand awareness.





The White Stuff team worked closely with a digital agency, iCrossing, to focus on a female audience in the UK who were using Pinterest to actively look for linen clothing. They implemented keyword targeting by deploying the same search terms that drove their performance on other digital platforms.


The team launched two campaigns simultaneously. While one of these used Static Pins, the other used Video Pins. Both these campaigns were intended to drive purchase consideration of White Stuff’s products. They consistently monitored the keywords, pausing the ones that under-performed and expanding on the ones that fetched the best click-through rates.





The Result

Keyword targeting and the use of Promoted Pins produced fantastic results for White Stuff, delivering the highest Pinterest click-through rates for them till date. The engagement rates were 22% more than on White Stuff’s social channels activated for the same campaign. The view-through rates were even better and were 66% higher.


The Pinterest campaign delivered average click-through rates that were 0.42% better than their campaign benchmark. Also, it had a 54% lower cost-per-mile than their social media platforms.


3. Cuprinol


Cuprinol wanted to drive awareness for its garden wood-care paints and boost engagement with potential customers in the UK.


Their Objectives

By presenting its high quality products that can transform gardens into extensions of homes, Cuprinol aimed to achieve increased brand awareness. Also, they wanted to get better engagement from prospective buyers.


Approach & Solution

Since Cuprinol had previously launched a campaign on Pinterest with its sister brand Dulux, they knew that Pinterest had the potential to deliver a highly impactful campaign.


Cuprinol consolidated information from Pinterest Analytics and their own research on their customers to work closely with their agency MediaCom and Pinterest Marketing Partner, Sprinklr. Together, they identified four main reasons that kept people from undertaking garden projects, which were-


  • The enormity of the task.

  • Lack of technical expertise and know-how.

  • Lack of inspiration.

  • Unreliable British weather.


While they could do nothing about the weather, they aimed to address the first three barriers through simple and actionable means. They used Promoted Video Pins that apart from increasing awareness also provided inspiration for the projects that people had been looking for.





They launched a campaign with their three most popular ‘how-to’ videos that provided people with the know-how about how to start and execute their garden projects. They used Promoted Pins to increase engagement around these videos.


Moreover, they tried ‘inspiration’ Pins alongside the tall and narrow ‘giraffe’ Pins that broke the project down into simple steps. These Pins motivated people to click through the brand’s links and drove traffic.





They didn’t limit the campaign to only Pinterest and ran their Pinterest creative as ads on other platforms too to ensure cross-channel consistency. They also increased the budget for the best-performing ads to maximize performance.


The Result

The Pinterest campaign delivered exceptional results for Cuprinol. They achieved a 10% higher video view rate than on other platforms. The campaign also delivered the highest click-through rate for them on Pinterest. Also, the cost-per-thousand impressions was significantly below the forecast and was 35% less than what they had ever achieved in campaigns that targeted a similar audience.


So, What’s Your Plan for Increased Retail Brand Awareness?


With such cut-throat competition in the retail sector, it is imperative for you to inspire a purchase. Since visuals tend to have a higher impact on buying consideration, you can use videos while the market is fresh and unsaturated. Also, if you plan to use Pinterest to drive your brand awareness campaign, it would be wise to align the content on your site’s landing page to the Pin that you will be promoting. Also, design your creative vertically; Pinners will gladly scroll for high-quality content.



References

  1. https://www.technavio.com/report/global-it-spending-region-and-industry-retail-it-spending-market

  2. https://www.statista.com/statistics/589652/digital-retail-marketing-spend/

  3. http://insights.marinsoftware.com/industry-retail/retail-by-the-numbers-the-state-of-digital-advertising-2019/

  4. https://influencermarketinghub.com/coronavirus-marketing-ad-spend-report/

  5. https://www.emarketer.com/content/us-retail-digital-ad-spending-2019



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