NEFF
NEFF reaches a new audience with Pinterest, boosting brand awareness and purchase consideration
By working closely with Pinterest and their agency Blue 449, the premium kitchen appliance brand NEFF found the perfect formula to target cooking enthusiasts and achieve their brand awareness and purchase consideration goals.
NEFF wanted to communicate with their audience of cooking lovers across all media formats. On TV, NEFF sponsored the Top Chef programme and outfitted the show’s kitchen with their cooking appliances. In addition, the brand counted on Pinterest to reach users online, on their laptop and smartphones and thus take advantage of an incremental audience.
By choosing Pinterest, the brand wanted to boost their brand awareness with all cooking lovers, including those looking for new recipe ideas as well as those thinking about renovating their kitchens.
4 M
unique users reached1
+20%
NEFF1 brand awareness
2x
increase in purchase consideration for the NEFF brand among Pinterest users who have a kitchen project in the next 6 months1
A dual campaign for double the results
In order to achieve its two objectives, NEFF, with the help of Pinterest, relied on a dual traffic campaign, with static Pins and video. That’s where Pinterest’s Creative Connect programme was a huge help. It enabled the brand to produce a variety of Pins to diversify media formats and apply the platform’s creative best practices.
In the space of three months, NEFF maximised their campaign’s effectiveness and benefitted from relevant insights to better understand and precisely target their audience. These Pins displayed an arrangement of NEFF products. They showed kitchens equipped with NEFF appliances. They paid particular attention to the possibility of creating a kitchen with NEFF products that reflects the consumer’s personality while also showing the brand’s best innovations.
These Pins displayed an arrangement of NEFF products. They showed kitchens equipped with NEFF appliances. They paid particular attention to the possibility of creating a kitchen with NEFF products that reflects the consumer’s personality while also showing the brand’s best innovations.
Purchase intention results that hit the mark
With 4m users reached, +20% in brand awareness and purchase intention doubled,1 NEFF clearly succeeded in reaching cooking lovers...before influencing them to take action.
Convinced of Pinterest’s expertise, the kitchen appliance brand would like to diversify their presence on the platform in the coming months, particularly when it comes to video. NEFF is also interested in Idea Ads, so they can offer more immersive content and continue to target their core audience on Pinterest.
“
With this campaign, we wanted to offer positive, inspiring ideas to cooking lovers, and we greatly exceeded our expectations! We now know that Pinterest is THE platform to reach our target audience as well as an incremental one to the television audience.”
Cerise Davidson,
Marketing & Communications Manager, Neff
Advice for your next campaign
Diversify your content by combining static Pins with video Pins to take full advantage of Pinterest features and maximise ad recall.
Clearly define your target to reach the users you’re interested in.
Apply Pinterest’s creative best practices to your Pins, such as including your logo, text overlay and communicating a clear call to action, so you can maximise your impact.