DQ®
DQ® flips their marketing strategy upside down and sees multi-objective results
DQ® mixed things up, adding an upper-funnel awareness campaign to run at the same time as their e-commerce focused conversion campaign. The cherry on top? Results across the entire funnel.
Full funnel strategies are effective—on Pinterest, people exposed to ads from multiple stages of the funnel see up to a 2x conversion rate compared to the average user.1 DQ® has collaborated with Pinterest as an advertising partner since 2019, but until this year, their campaigns largely targeted e-commerce conversions—with a focus on their signature soft serve cakes.
For the brand, Pinterest is set apart from other platforms by how people engage with it: using Pinterest like a search engine, scrolling through the app in a more meaningful manner. For DQ®, that means if a person is searching for ice cream cakes, they are actively engaged as they look through different Pins that could include soft serve cakes from DQ®.
In the leadup to the busy summer season for their quick service restaurants (QSR), DQ® and Pinterest partnered on a full funnel strategy: launching a moments-led awareness campaign promoting the summer Blizzard menu. When both campaigns ran concurrently, they delivered multi-objective results: clicks on the Conversion campaign increased by 22% when running alongside the Blizzard awareness campaign.2
+22%
Increase in Conversion campaign Pin clicks, when both campaigns ran concurrently2
+45%
CPM above benchmark2
“
With this campaign, we set out to unlock innovative ideas to support DQ® Blizzard Treats & Cakes. In our partnership with Pinterest, we not only benefited from the unique effectiveness inherent to the platform, but together we also built an out-of-the-box creative that diversified our social media mix and presence.”
Cheryl Niziolomski
Digital & Direct Marketing Manager, Dairy Queen Canada
Flipping creative strategies upside down
Taking on a full funnel approach means meeting the consumer at various points of their purchase journey and stages of discovery. DQ® worked with Pinterest to take advantage of different ad formats including breakthrough video—a toolkit of motion techniques to craft compelling video ads—to grab attention for their limited-edition summer Blizzard flavours.
The ads highlighted summer flavours like Reese’s Pieces and Cotton Candy using visual techniques that play on perspective, white space, colour, movement, motion and depth. DQ® even used the Breakthrough Video toolkit when designing their static ads.
The awareness campaign was a success, driving a VTR 41% above QSR benchmarks.2 The full funnel approach also delivered conversion results: CPMs exceeded benchmarks by 45% and Pin clicks increased by 22% when both campaigns ran concurrently.2
Following the success of running a multi-objective strategy, DQ® plans to continue targeting the full-funnel on Pinterest, and also plans to consider testing Pinterest for other always-on campaigns.
“
After years of strong performing conversion campaigns with DQ® on Pinterest, we took a new strategic approach. This multi-objective campaign shows the full funnel impact brands can have on the platform. We can’t wait to continue unlocking what’s possible on Pinterest.”
Sarah Murle
Group Account Director, dentsu X
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Activate along the full consumer journey for the most effective media results.
Follow creative best practices in order to create eye-catching visuals that will stand out.
Lean into seasonal moments on Pinterest in order to reach an engaged audience.