From athletic dresses to trainers that double as going out shoes, the world of athleisure is hotter than ever. UK-based athleisure brand Sweaty Betty has carved out a niche for themselves by empowering women through fitness and beyond.

Recognising Pinterest is a place where people go from searching for outfit inspo to Add to Cart, Sweaty Betty looked to the platform to grow their audience and inspire them to shop. They designed a full-funnel campaign focused on the end-to-end customer journey, from prospecting to acquisition, with the ultimate goal of driving revenue.

Strategic tailoring

Sweaty Betty supercharged its acquisition and conversion rates through a focused Shopping and performance marketing campaign on Pinterest, capitalising on data and user trends specific to the platform. By analysing activewear trend data, Sweaty Betty precisely identified the types of products and exercises that resonated most with their core demographic of women aged 18 to 54. This insight-driven approach allowed the brand to customise their product offerings to meet the exact needs and preferences of their audience.

At the heart of their campaign were direct links featured in Shopping ads, which played a pivotal role by offering a frictionless transition from discovery on Pinterest directly to the shopping cart on Sweaty Betty's website. This strategic use of direct links significantly enhanced the shopping experience, enabling customers to effortlessly click through to purchase the products they loved without any detours.

The integration of direct links, alongside creative content tailored for conversion—emphasising the products' utility and unique selling points—markedly improved performance. 

Sweaty Betty’s shopping campaign yielded impressive results. Pinterest emerged as the top-performing channel for Sweaty Betty, with a 34% lower CPA compared to other channels.¹ This was complemented by a 39% increase in Return on Ad Spend (ROAS) year over year, which can be attributed to the always-on approach.¹ This strategy allowed for continual optimisation, offering invaluable insights into creative updates and targeting that kept the campaign fresh and relevant throughout its run.

Tips for your next campaign

Try these Pinterest best practices to get more out of your ads. 

1. Maximise Conversion with direct links: Implement direct links in your Pinterest ads to help create a seamless shopping experience for your audience.

2. Leverage Pinterest's Conversion insights for targeted advertising: Dive deep into Pinterest's conversion insights to understand which products are resonating with your audience. Use this data to fine-tune your ad targeting, ensuring your campaigns reach the users most likely to convert.

3. Learn from Pinterest trend data: Utilise Pinterest's Trends tool data to keep your campaigns aligned with the latest interests and behaviours of your target audience.