BIG W
With Pinterest trends, BIG W rings in full-funnel holiday success
With inspiration from Pinterest trends, BIG W brought their holiday decor range to life with seasonal collections like Celestial Scandi and Island Beauty. By starting early and leveraging data-backed trends, the brand rang in the holidays with full-funnel results.
As the holiday season approached, Australian retail chain, BIG W, was eager to showcase their Christmas décor range whilst highlighting how it aligned with the latest seasonal trends.
BIG W conceptualised their Christmas collection campaign around four themes that were inspired by Pinterest’s 2022 Pinterest Predicts Report. Their Island Beauty theme aligned with Pinterest's Limitless Luxe trend, while Fantastical Joy was inspired by Kidding Around. The Celestial Scandi trend took inspiration from Celestial Celebrations, while Garden Traditions was aligned with Pinterest's Biophilic Design trend. By leveraging the Pinterest trend badge into their ad creative, BIG W owned that trending topic for all of Australia.1
With Pinterest trends shaping the creative. The next step was campaign strategy.
+34%
higher engagement rate than retail benchmark1
-77%
lower CPA than retail benchmark1
Unwrapping full-funnel results
BIG W's full-funnel approach included concurrently running awareness, consideration and conversion campaigns utilizing multiple ad formats. At the top of the funnel, max-width video ads focused on driving awareness. While static ads reached people closer to conversion.
BIG W also leveraged Pinterest's targeting capabilities to great effect. By targeting audiences with an interest in Home Décor and Holidays—specifically families and parents—the retailer was able to reach their ideal customer and drive early consideration for their Christmas range.
“
Our aim for this year’s Trends Badge was to inspire and engage shoppers who are in the planning mindset, showcasing key products from the new Christmas range. After the great success of our last Trend Badge campaign in 2021, we were excited to work with Pinterest again, this time using Pinterest Predicts insights. We chose these four key trends as they resonated most with BIG W’s latest Christmas decorating themes and fit well with the interests of our target audience.”
Stephanie Denman
Marketing Manager of Campaigns, BIG W
BIG W rang in the new year with huge results and their full-funnel strategy was a success. People who were exposed to upper, mid and lower funnel ads had a 68% higher conversion rate than those exposed to lower-funnel only.1
“
On Pinterest, trends aren’t ambiguous forecasts.They are data-driven. And over and over again, the power of Pinterest trends is shown in our clients’ results.”
Aaron Carpenter
Digital Director, Carat
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Use Pinterest trends tool to align your campaign with Pinterest's trends and insights to help increase engagement and cut-through.
Use a full-funnel approach in your campaign to help achieve higher performance and better results.
People on Pinterest are planners.Tie your campaign to seasonal moments to get in front of the right people at the right time.