PureGym
PureGym gets stronger website engagement with Pinterest Performance+.
Goal
The PureGym team has a goal: “Make everyone Feel PureGym Good about themselves, inside and out.” That doesn’t stop with typical gym-goers. Instead, the UK company wanted to reach everyone looking to make a positive change in their lives.
Pinterest was a natural choice. People go to the platform to create the life they want to live. By presenting distinctive communication and visual style in video Pins, PureGym aimed to grow its audience; the team didn’t just want more eyes on the website. Instead, they sought to get higher-quality site visits (more time engaging with the landing page, indicators of stronger intent).
Strategy
PureGym focused their activity using Pinterest Performance+ Landing Page Duration campaigns. This tool uses duration-based bidding and on-site engagement signals to favour longer, more meaningful sessions. To power that feature, the PureGym team designed video assets aimed at inspiring both fitness enthusiasts and those needing an extra nudge, encouraging them to “Feel PureGym Good.”
In addition to Pinterest Performance+, the PureGym team leveraged Conversions API (CAPI) to provide precise campaign targeting and tracking. By measuring outcomes against its business-as-usual campaigns, PureGym could see if reps on Pinterest would result in gains.
“
This Pinterest campaign helped us generate more meaningful site visits, which we hope translates into meaningful transformation in those people’s lives. Plus, we achieved this with a lower cost per engaged session than we’ve historically seen.”
Tom Donegan
Head of Media (group), PureGym
Results
Throughout the course of this campaign, Pinterest Performance+ delivered quality website traffic results. Specifically, PureGym saw engaged sessions jump by 10.1%, while the average engaged time per session climbed 27.3%.1
Just as importantly, the cost per engaged session was 18.2% lower than in PureGym’s BAU traffic campaign, which optimised for outbound clicks.1 All of this was achieved while undergoing an A/B test to truly test the powers of Pinterest Performance+ advanced bidding, which resulted in PureGym’s spend being 10% lower than its anticipated level.1 All of this demonstrates two key things: Pinterest’s cost-effectiveness, and its effectiveness at improving not just site traffic quantity, but quality.
+10.1%
Increase in engaged sessions with Pinterest Performance+1
18.2%
lower cost per engaged session vs standard1
+27.3%
Increase in average engaged time per session1
Explore Related Resources
Pinterest Performance+
PureGym put the AI and automation behind Pinterest Performance+ to work. By optimising toward users who are more likely to spend more time on the landing page, the campaign yielded results.
Conversions API
The Conversions API (CAPI) gave PureGym greater insight into campaign performance. It allowed them to see metrics beyond Pinterest, connecting site visits and behaviours to the company’s ad spend.