Ulla Popken
A full-funnel creative strategy drives measurable awareness lift in Germany
Goal
Ulla Popken is a leading name in German plus-size fashion. To build on its established position, the brand set out to stay front of mind with existing customers while inspiring new shoppers to discover its inclusive fashion.
To bring that ambition to life,the Ulla Popken team turned to Pinterest: a place where people explore fashion ideas and plan future purchases. The platform offered a natural setting for the brand’s inclusive, body-positive creative, helping Ulla Popken connect confidence-led storytelling with seasonal shopping inspiration. As an added benefit, Pinterest’s Brand Lift Study would show whether the campaign could build awareness and consideration beyond clicks.
Strategy
Ulla Popken brought awareness, consideration and catalogue sales activity together in a coordinated Pinterest campaign, using Pinterest Performance+ across the campaign objectives.
A mix of branded video, shopping formats, carousels and a one-day Premiere Spotlight in Search helped the retailer reach women at different stages of their shopping journey. Consistent Pinframes and seasonal, body-positive creative reinforced Ulla Popken’s confidence-led brand positioning, while a Brand Lift Study measured the campaign’s impact on brand metrics.
“
Our success came from treating Pinterest as an integrated full-funnel channel. Our inclusive brand content was a natural fit for the platform, and we saw cost-efficient reach turn into meaningful gains in brand equity.”
Merle Galts
Performance Marketing Manager, Popken Fashion Group
Results
Even with strong existing awareness, Ulla Popken generated measurable gains across key brand metrics in Germany on Pinterest—and it did so by a wide margin. Outcomes were rated Excellent for Pin awareness, top-of-mind awareness and aided brand awareness.1 What’s more, Ulla Popken achieved these results in a cost-effective way. Additionally, the single-day Premiere Spotlight on Search activation yielded more than 50% incremental reach when compared to the always-on funnel. It did so at a cost per mille and cost per view that beat German fashion benchmarks, too.2
In short, the campaign allowed the fashion brand to sharpen its leadership position. It also demonstrated Pinterest’s effectiveness in driving awareness and consideration.
+5.9pt
Lift in Pin awareness -
Rated Excellent versus Pinterest Fashion & Apparel benchmarks in Germany1
+4.0pt
Lift in top-of-mind awareness -
Rated Excellent versus Pinterest Fashion & Apparel benchmarks in Germany1
+3.4pt
Lift in aided brand awareness -
Rated Excellent versus Pinterest Fashion & Apparel benchmarks in Germany1
Explore Related Resources
Pinterest Performance+
With automated, AI-backed optimisation through Pinterest Performance+, Ulla Popken ran a cost-efficient campaign that continually calibrated for increased impact.
Premiere Spotlight
With just one day of Premiere Spotlight on Search, Ulla Popken notably expanded its brand reach.