LBS-Gruppe
By combining engaging Video ads with precise targeting, Landesbausparkassen (LBS) efficiently and effectively advertised their home loan offerings on Pinterest. People on Pinterest are planning home renovations so LBS’s target audience was already present on the platform. And with a thoughtful insight and keyword strategy, they were able to efficiently reach them.
LBS-Gruppe are Germany's leading provider of building loan and financing solutions focused on the goal of helping people to buy homes and renovate.1
People on Pinterest are planners, searching the platform to make decisions big and small. Whether they’re looking for home decor or planning a full home renovation, advertisers like LBS can show up when their audience is ready to make a decision.
This made Pinterest the ideal platform for LBS to advertise their financing and building loan products.
35%
below CPM target1
66%
below internal CPC benchmark2
54%
above internal CTR benchmark2
The LBS campaign focused on three key messages: “Laying the right foundation for your home right from the start”, “Finding your own property and financing it securely” and “Modernising your own home now to save money and energy and help the climate at the same time”. These messages resonated very strongly with Pinterest users in both the awareness and consideration phases.
Pinterest and the media agency OMD worked closely with the creative agency Huth + Wenzel to define the right target groups and ad formats. They created three target groups: modernisers, home buyers and the next generation of loan seekers. The right ad creatives were matched with the right target groups to drive efficiency.
“
By matching the right target groups with the right ads, we successfully drove engagement while efficiently using our budget and reaching our audience in an impactful way.”
Betina Borggraefe
Online Marketing Manager, Corporate Communications, LBS Westdeutsche Landesbausparkasse
The strong platform fit, precise interest and keyword targeting and engaging creatives images ensured efficient campaign results: CPM was 35% below target.2 CPC was also well below Pinterest’s internal benchmark.2
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
Your target audience is on Pinterest and there is more than one way to reach them. Harness interest and keyword targeting, consider adjacent categories and spot trends in real-time with Trends tool.
Run campaigns with multiple objectives—this way, you can increase awareness of your brand while building consideration and generating traffic.
People on Pinterest are planners. Keep this in mind and inspire your target audience to put their ideas into action.