Monday Swimwear
Monday Swimwear: A splashy success with Pinterest targeting
The splashy swimwear brand matched evocative creative with increased optimisation—and saw a huge lift in the US and Australian markets.
Goal
Monday Swimwear, a brand synonymous with sun-kissed escapes and effortless elegance, had its sights set on conquering new shores. With a desire to expand their reach in the US and Australian markets, they needed a platform that could capture the essence of their brand while driving tangible results.
As a haven for travelers and fashion enthusiasts, Pinterest offers a unique blend of inspiration for people seeking new ideas. This audience behavior, combined with the platform’s seamless advertising formats, made Pinterest the perfect place for Monday Swimwear to showcase their brand and help achieve their growth goals.
Strategy
Monday Swimwear approached Pinterest as a strategic channel to help amplify their brand presence and drive conversions. Carousel ads and Collections ads helped the team curate the right brand aesthetic and showcase their latest swimwear lines.
For targeting, the team decided to split keyword and interest targeting to gain greater control over budgets and maximise performance. This helped them identify high-performing keywords and focus resources there.
They also tried dynamic prospecting for the first time, using Pinterest’s automated optimisations. This helped them reach people already in the market for swimwear and actively engaged in the category on Pinterest.
"Pinterest has proven to be an incredibly effective platform for us. Our premium audience matches up with their premium environment and the strong performance results are reflective of that."
Shannon Owens
Head of Marketing & Strategy, Monday
Results
The team’s smart strategy and beautiful creative brought strong results. Compared to previous conversion campaigns using prospecting, the team’s catalog sales campaigns with prospecting helped drive a 23% higher return on ad spend (ROAS)1. This showed the power of using a specific shopping campaign type to reach the most active shoppers2.
Direct links also added impact, helping to lead to 50% more outbound clicks than seen in previous campaigns1. Overall, their campaign netted at 68% year-over-year increase in ROAS1.
23%
increase in ROAS with Catalog prospecting vs. conversion prospecting1
68%
year-over-year increase in ROAS3
Resources
Keyword and interest targeting: Learn how to effectively combine keyword and interest targeting, so you can reach the most relevant audience — and maximise your ad budget.
Use direct links: Direct links in your Pinterest ads drive more traffic to your website and increase conversions. It’s a simple tactic that can have a big impact on your campaign performance.