For home24, Pinterest is a platform that both inspires and transforms ideas into reality. With various ads, the furniture retailer has managed to persuade a new target group to convert their furnishing ideas into purchases. The company has thus achieved an outstanding 15% increase in incremental add-to-cart conversions.1
home24 want to inspire customers to create a "happy home" using their diverse product range. To help achieve this goal and expand their customer base, the online furniture retailer partnered with Pinterest. The decision was easy: "Home & Living" are popular amongst the Pinterest community. Plus, users are open to new brands, trends and products, and show a high purchase intent.
Key results:
increase in add-to-cart conversions1
increase in checkout conversions1
To inspire Pinterest users to design their own “happy homes," home24 opted for ads with a range of living ideas to reach different target groups. Shopping ads were also used to help depict the diverse range of products available. In addition, home24 leveraged user-generated content to generate authentic inspiration.
This helped users to experience the wide variety of home24 products in real living environments.
A Pinterest conversion lift study accompanying the campaign made it possible to measure how many additional purchases were generated by advertising on Pinterest.
"Pinterest lets us find new customer groups, get them excited about the home24 brand, and establish an emotional connection. We achieve this by taking a targeted approach, with stylish and unobtrusive inspiration. That way, we create points of contact for potential new customers, and improve the customer experience."
Alexander Riethmayer, Awareness Marketing Team Leader, home24
The campaign was a roaring success and the Pinterest conversion lift study provided exciting insights. There was a strong checkout conversion increase (10%) and an even higher add-to-cart conversion increase (15%).1 These are important KPIs for home24. This is why the online furniture retailer will continue to rely on Pinterest as a partner in the future.
One of the next joint projects is to find and use suitable video formats for Pinterest and to continue testing collections ads. These proved to have a very positive incremental effect in the first campaigns.
Tips:
1.
Use various inspiring images to reach new customers of all ages.
2.
Use shopping ads to present your diverse product range.
3.
Try different ad formats to see which one works best for your business.