Barclays
For life's big moments: Barclays use Pinterest to drive increased awareness and traffic
With a multi-objective campaign, Barclays targeted people on Pinterest as they planned important life moments. The result? Increased awareness of the Barclays Visa card and a significant increase in traffic to their landing page.
People come to Pinterest to plan everything from small everyday decisions to big milestones: a honeymoon, moving into their own house or the birth of their first child. To connect with people using Pinterest to plan, Barclays launched a campaign—in collaboration with creative agency Achtung! and media agency SYZYGY Performance Marketing GmbH—to promote the Barclays Visa, which offers the financial flexibility needed for important milestones.
96%
higher oCTR compared to FinServ benchmarks1
47%
lower oCPC compared to FinServ benchmarks1
23%
lower CPM compared to FinServ benchmarks1
Planning for life's important moments
People often come to Pinterest with an initial idea, seeking inspiration to help turn those ideas into plans. Which means they are ready to take action. This presents brands with the opportunity to reach people with highly relevant, contextual ads.
To reach the right audience, Barclays targeted interests and keywords related to important life moments. Using standard and video ads they connected the emotion behind a significant life moment with the benefits of the Barclays Visa card. To guarantee maximum awareness and at the same time increase traffic to their landing page, the campaign used a mix of awareness and consideration objectives.
“
Combining the planning mindset of Pinterest users with targeting around important life moments delivered results that vastly exceeded our expectations. We were also impressed by the quality of the traffic. Significantly more people applied for the Barclays Visa credit card from Pinterest, compared to other campaigns.”
Julia Müller
Partner Manager, Barclays
More traffic—lower costs
Barclays' awareness and consideration campaign was a success, exceeding Pinterest benchmarks. The outbound cost per click (oCPC) and the cost per thousand impressions (CPM) were 47% and 23% below target for FinServ. While the outbound click-through rate (oCTR) was almost double benchmark—delivering significantly more clicks at significantly lower cost1. The results show how contextual targeting—in this case, connecting to life’s important moments— can increase key metrics like traffic.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Use contextual targeting: By using a relevant targeting strategy that ties in with Pinterest life moments or current trends, your ads will be more engaging and relevant to your target audience.
Enable direct links: With direct links, you can connect people who use Pinterest to your website even faster. This results in more clicks at lower costs.
Maximize impact with full-funnel campaigns: Connect with customers at every stage of the customer purchase journey with full-funnel campaigns.