PacSunPacSun’s Pinterest strategy evolves from style inspo to shopping
Implementing the Pinterest Conversions API delivered 7x more online shoppers to PacSun1
In the fashion world, knowing what’s in is everything — especially in the teen fashion market. PacSun was already using Pinterest insights and trends data to reach their customer base with fashion inspo-worthy ads. Ready to take things to the next level, the brand set out to turn those inspiration seekers into purchases.
To better understand what drives their customers to click through and buy, PacSun worked with Pinterest to adopt the Pinterest for Salesforce Commerce Cloud app. With the app, the brand could gain insight into performance and future-proof their conversion data strategy with the Pinterest Conversions API. This backend implementation could support PacSun’s goal of moving more people from inspiration to action.
7x
increase in conversion rate1
3.5x
decrease in cost per site visit1
3.5x
increase in site visits from Pinterest ads1
Better visibility into what makes shoppers click
As a longstanding Pinterest advertiser, PacSun’s team had mastered targeting. They optimize their campaigns monthly, using keywords and seasonal insights from the Pinterest Trends tool. From all things pink to summer style to Back to School, PacSun historically reached their target audience by connecting to cultural moments. To unlock the next level of performance, they looked to make some changes to their backend.
For their Summer 2023 campaign, PacSun worked with their Pinterest team to adopt the new Pinterest for Salesforce Commerce Cloud app. The app helped the brand power their online shop with a simplified Pinterest tag deployment and server-to-server data connection with the Pinterest Conversions API. These features deliver a more holistic understanding of their marketing efforts, which can help improve efficiency.
"Installing Pinterest for Salesforce Commerce Cloud was really easy — much more so than other similar projects. And the benefits were quickly seen. We’re measuring more conversions and better efficiency, proving Pinterest is a place for shopping.”
Steve Anderson
Sr Manager, Digital Marketing, PacSun
This new backend setup helped PacSun improve their conversion visibility, which led to building their audience and driving sales. PacSun measured site visits from Pinterest campaigns both before and after implementing the Pinterest for Salesforce Commerce Cloud app. In the first campaign after the app installation, the increased visibility illuminated a 3.5x increase in site sessions.1 The improved performance also resulted in a 3.5x decrease in cost per session and a 7x increase in conversion rate.1
This summer, PacSun used the Pinterest Conversions API via the Pinterest for Salesforce Commerce Cloud app to drive more shoppers to their site. Heading into 2024, they’re continuing to optimize the strategy that’s now delivering full-funnel performance.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
Salesforce Commerce Cloud customers can get started today by downloading the source files and installation guide within the Salesforce AppExchange listing. The installation guide can be found under “More Details” and “Resources & Documentation.”
You don’t need a lot of resources for big results. With a single installation process, you can easily upload your product catalog to Pinterest (with real time updates to pricing & inventory) and implement server-to-server conversion tracking.
Maximize impact with full-funnel campaigns: With multi-objective campaigns, can reach your audience at every stage in the path to purchase.