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Conversions

Beacon Lighting’s campaign turns on conversions

Beacon Lighting

Image of a modern living room. To the left, tan curtains and a fluffy, white seat. In the left-hand corner, dried feathers in a large white vase. In the middle, a circular mirror tabled with three vases on top. A marble painting sits in the background and, above the table, a cylindrical light fixture made up of three circles. To the right, a bookcase and a forest green reclining chair.

A conversion campaign brought Beacon Lighting a 40x return on ad spend with 66% of conversions coming from new customers.1

Decor creates the look, but lighting sets the mood and Beacon Lighting knows this. Australia’s leading lighting retailer aims to help people love the space they’re in with stylish lamps and products. As proud sponsors of hit renovation show The Block, they wanted to shine the light on their range of products to new customers. Beacon Lighting saw Pinterest as the perfect place to grab the spotlight.

Over 3 million Australians on Pinterest engage with home décor Pins each month–that means more than 10% of the country is using the platform to find ways to brighten their space in some way. They decided to launch a full-funnel campaign on Pinterest to promote their summer catalog and their sponsorship of The Block.

10x

ROAS for their awareness campaign1

40x

ROAS for their conversions campaign1

66%

of the conversions were from net new customers1

A pin picturing a mostly white living room, with brown and tan accent pillows sitting atop a creamy white couch. The phrase "Breathe new life into your home" is written in the forefront.

Pinterest partnership lights the way
Beacon Lighting and media agency Carat Australia believed Pinterest would help them improve results across the purchase funnel. They worked closely with the Pinterest advertising team to build two campaigns–one focusing on building awareness and the other optimised for conversions.

Beacon Lighting used shopping ads to showcase their products in stylish settings and to highlight their sponsorship of The Block.

With the help of Audience Insights and the Pinterest Trends tool they were able to reach Australians searching for lighting and home decor inspiration.

“

When we learned about Pinterest’s shopping capabilities, we decided to focus on conversions as well. We’re seeing much more instant results than expected.”

Alicia Chenoweth,
Digital Marketing Coordinator, Beacon Lighting

Illuminating full-funnel success
Combining awareness and conversion optimised campaigns brought Beacon Lighting stunning results across the purchase funnel.

Their awareness campaign delivered a 10x return on ad spend. And their conversion campaign achieved a 40x return on ad spend, with 66% of all conversions coming from net new customers.

Looking to the future, Beacon Lighting plans to continue to use Pinterest Trends and tools to connect with its active audience on Pinterest.

An image of a mostly white bedroom with a bed covered in a white comforter, burnt orange accent pillows and a tan throw blanket. In the forefront, a line of texts reads: "Proud lighting supplier of the block."
A picture of a bathroom counter with two matching sinks and mirrors. The sinks have black knobs and bamboo colored sinks. In between them, a bouquet of flowers and a soap dispenser. Above both of the sinks, there are two light fixtures. Each is decorated by a half-moon. In the forefront, a line of text reads: "As seen on the block."

Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:

01
Use Pinterest as a full funnel destination.

02
Combine awareness campaigns with retargeting and conversion campaigns for success across the purchase funnel.

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