Castlery came to Pinterest with a marketing goal to supercharge conversions. Additionally, they wanted to master a strategic approach to their performance and optimisation efforts. One that would help them stand out amongst the competition in a noisy retail landscape and set them up for long-term marketing success.

Making it MECE

Castlery ran Pinterest Shopping Campaigns focusing on conversion and catalogue sales — and used static, carousel and standard video ad formats. They also activated direct links and implemented the Mutually Exclusive, Collectively Exhaustive (“MECE”) framework to test and optimise their campaigns.

Adopting the MECE principle in Pinterest campaigns helps performance marketers gather nuanced insights and tweak specific variables — enabling more efficient targeting, with no audience overlap, whilst helping to maximise budget and return on investment.

In this case, the MECE approach enabled Castlery to structure their campaigns more effectively — running a multitude of tests with different audience groups and ad placements.

Actionable ads, further fuelled by direct links

Castlery took an audience-first approach to their creative — developing content which educated and delighted. The ads showcased practicality, showing a range of style guides, retreat designs, and storage solutions, to name a few.

They targeted people browsing categories across home décor, DIY, crafts and design, and then applied a retargeting layer based on site visits and engagement with ads. Implementing direct links ensured a frictionless user experience — when the shopper clicked on an ad, it skipped the close-up of the ad and instead took them directly to Castlery’s website.

Castlery's suite of ads hit a sweet spot with Pinterest shoppers. The campaign resonated well and helped to significantly drive sales — seeing a surge in conversions following the implementation of direct links. Utilising direct links streamlined the purchasing process, helping customers move from discovery to purchase in just a few clicks. Additionally, applying the MECE (Mutually Exclusive, Collectively Exhaustive) framework provided Castlery with valuable, actionable insights from their testing, enabling them to optimise more effectively and maximise the impact of their ad spend.

This campaign laid the foundation for long-term marketing success on Pinterest — helping Castlery achieve (and surpass) their marketing goals.

Tips for your next campaign

Try these Pinterest best practices to help get more out of your ads. 

1. Implement direct links in lower and full funnel campaigns. Reduce the steps to take shoppers from discovery to action with one of Pinterest's latest ad formats. Direct links are designed to help expedite the path to purchase — instantly directing users from Pinterest to your website in one single click.

2. Use the MECE framework. Build your campaigns with the Mutually Exclusive and Collectively Exhaustive (MECE) framework to get actionable insights and learnings from your campaigns — to inform, tweak, and optimise effectively.

3. Get ahead of the curve with new formats. Experimenting with new formats and products are essential to stay ahead in the ever-changing advertising landscape. By adopting Pinterest’s latest capabilities, you can take advantage of early performance boosts and potentially gain a competitive edge.