Exposing Pinterest users to both CPM and CPC ads saw conversion rates rocket by 222%1, revealing the true value of running full-funnel activity on the platform.
Setting up shop in the UK back in 1972, Wickes are hometown heroes for anyone in the market for construction materials, whether you’re a savvy tradesman or a DIY-enthusiast with a couple of projects you’re dying to get started on.
After deciding to launch a campaign on Pinterest, the home improvement brand settled on a couple of key goals. As well as a desire to drive awareness, action and consideration for their kitchen and bathroom products, Wickes was on a mission to prove an upper to mid-funnel campaign would transform their core line of business
Key stats:
increase in conversion rate after exposure to CPM and CPC ads1
conversion rate overall1
By running always-on campaigns on Pinterest using both CPM and CPC bid types, Wickes hit the ground running with engaging video ads showcasing their wide product range.
They then used a range of keywords and interests to specifically target potential customers such as movers and renovators, before using their CPC campaign for retargeting.
With help from the Pinterest team, Wickes analysed the results from the campaign and discovered some fascinating insights.
They learned that instead of using a single bid type in isolation, exposure to both an awareness ad (CPM) and showroom brochure ad (CPC) provided a successful strategy for increasing conversion rates.
The team recognised the enormous value in the 9M+ people who are turning to Pinterest for home inspiration, and the ability to connect with them at every stage of their shopping journey.2
More specifically, Wickes were able to reach and direct their audience at the beginning of their renovation project, demonstrating the powerful influencing capabilities of Pinterest.
“
Pinterest’s strong audience alignment capabilities, together with the 9M+ people who are using the service for home inspiration, ensure the platform remains a key part of our ongoing marketing strategy.”
Wickes
By the end of the campaign, Wickes successfully proved that running full-funnel activity increased conversion rates for lower-funnel initiatives. 23% of their audience were exposed to both CPM and CPC ads. When exposed to both bid types, the conversion rate increased to 0.29% (an overall CR increase of 222%).1
The brand is continuing to invest in this multi-objective strategy for their showroom line of business, and Wickes is looking forward to future campaigns on the Pinterest platform.
Tips for your next campaign
Try these Pinterest best practices to get more out of your video ads:
1.
Combine retargeting with acquisition strategies to reach the biggest possible pool.
2.
Run multiple versions of your ads so you can reach people at different points in the path to purchase.
3.
To get the best read on your campaign performance, wait at least seven days before you measure results. Because people use Pinterest to gather ideas and act over time, your results will continue to improve.