Having already found significant success with their highly active New Zealand audience on Pinterest, The Warehouse was looking to build on their always-on campaign to boost conversions. By introducing Pinterest shopping ads and continually optimising their campaign, they’ve seen their return on ad spend soar by an outstanding 136%.1
The Warehouse first opened its doors in 1982, and since then, it’s had a central role in every New Zealander's day to day lives. Today, it’s part of New Zealand’s largest retail group, with 89 stores across the country, and is known for selling a diverse array of everyday products at affordable prices.
In June 2021, The Warehouse was looking to build on their always-on campaign and drive conversions. Having already produced a strong and substantiated always-on approach, they were in a position to try new things and learn from optimisation. With the introduction of shopping ads, Pinterest has become not only the place where people start their purchasing journey, but also where they finish it. It was a perfect match.
Turning browsers into buyers
For The Warehouse, Pinterest is an important channel. It allows them to reach another audience—for this campaign, homeowners looking for inspiration. The Warehouse built on their always-on campaign by introducing shopping ads to show the right people the right product at the right time, and ultimately drive sales.
The Warehouse team also continued to optimise their campaign. They trust the platform and the insights they’ve pulled from the campaign, and are able to pivot quickly and capitalise on trending topics, ensuring that they’re speaking the language of the consumer. In fact, over time they found that the more they allowed the platform itself to optimise the ads, the better their return on ad spend.
“Pinterest is a place where people start their journey. And now, with the introduction of shopping ads, it’s also where they finish that journey.”
Blaine Hudson, Performance Marketing Lead, The Warehouse
Bagging themselves a bargain
By introducing shopping ads and continuing to optimise their campaigns for sales, The Warehouse has seen performance skyrocket, with return on ad spend increasing by 136%. What’s more, they’ve been able to achieve this with cost per acquisition decreasing by 60%. Phenomenal results all in all.
Off the back of this success, The Warehouse is keen to scale up future campaigns, with plans for further campaigns.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
If you currently have an always on, upper funnel approach, add Pinterest shopping ads & conversion optimisation to your plans to drive lower funnel success/conversions.
Continually try new things. Success is unlocked through testing, learning and evolving.
In conversion campaigns, keep your targeting broad so the algorithm has more touchpoints to learn from, enabling it to find the users most likely to convert.