Swoon
Swoon spot green living trend and deliver enviable results
Empowered by data from Pinterest Trends tool and Pinterest Predicts, Swoon designed their Green Living campaign—and the results will make you green with envy. The data-backed campaign improved ROAS and boosted conversion rates.1
7 in 10 people on Pinterest engaged with home decor content in 2021.2 For design-led online furniture brand Swoon, that makes Pinterest the perfect platform to reach an engaged audience. But like most verticals, home decor is subject to seasonality. Swoon’s Pinterest ad performance started off 2022 strong, but going into Q2 it was hard to keep the same momentum—when excitement for a new year home refresh starts to wane. Swoon didn’t let seasonal trends get them down. The brand, together with their agency Brainlabs, set out to re-strategize on their creative approach.
Using Pinterest Trends tool, Swoon noticed substantial growth on searches for terms related to green living areas. Coupled with the 2022 Pinterest Predicts data that spotted biophilic design as an emerging trend, they created a campaign dubbed Green Living. This campaign encouraged people to increase their connection with nature by investing in some of Swoon’s distinctive designs in shades of green.
Key results
+48%
increase in ROAS from previous year1
+25%
lift in conversion rates quarter over quarter1
Results that will make you green with envy
Swoon created a set of Idea and static ads based on green living. And while the awareness campaign targeted upper-funnel goals, the brand also measured a +48% increase in ROAS from previous year.1 Their insights-driven creative was impacting the full-funnel.
Swoon’s success lies in their agile strategy: reimaging stagnate campaigns and designing creative around trending searches. Trends last longer on Pinterest than on other platforms.3 So, while conversation rates dropped for this campaign on other channels, Pinterest conversion rates saw a 25% lift.1
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Josh Rushby,
Head of Content, Swoon
Swoon’s ROAS saw a nearly 50% uplift following the launch of the Green Living awareness campaign, compared to the previous year1—proving upper-funnel tactics can lead to lower funnel results.
Swoon’s success doesn’t end with the Green Living campaign. They continue to work nimbly to showcase their products in growing trends like, pastel colours.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Adapt creative to align with trending topics in order to boost ad views.
Invest in brand awareness and consideration ads: upper funnel-focused campaigns can result in lower funnel results.
Use a mix of ad formats for more impactful results.