Working with Pinterest, The Bay took a creative approach to targeting shoppers throughout their holiday planning process by leveraging a variety of ad formats and messaging. Connecting with people on Pinterest earlier in the season, the full-funnel campaign significantly increased awareness and conversion on Pinterest. It particularly resonated with highly-coveted demographics like style and quality seekers, Gen Z and male audiences—all drivers of growth.1
How does a Canadian institution with over 350 years of history stay relevant? By finding new and exciting ways to connect with key demographics on a platform where they go for inspiration. Heading into the holiday season, The Bay wanted to reaffirm their longstanding title as a go-to holiday shopping destination for Canadians—paying particular attention to high-value younger audiences who drive growth.
Because people on Pinterest plan early (especially when it comes to holidays), it was the ideal platform partner to highlight The Bay’s home decor, apparel, and entertaining offerings. Together, Pinterest and The Bay launched a full-funnel campaign that connected with shoppers earlier and all throughout the holiday planning journey. In doing so, they were able to boost awareness, consideration and conversion, inspiring shoppers to make their holiday purchases from thebay.com.
increase in ad recall1
increase in action intent for ads with CTAs1
The Bay’s full-funnel Pinterest campaign launched in November, running multiple targeted campaigns to drive awareness and consideration. This connected the brand with shoppers at key moments of the holiday planning process and drove traffic to specific product categories.1
After all the uncertainty of the past year, The Bay wanted to help people plan their best holiday season. On Pinterest, people feel positive (83% more likely to say Pinterest is a positive place for content vs. other social platforms)2, and, as confirmed in a recent brand lift study, positivity helps drive action.
The overarching campaign used a variety of ad formats to provide positive inspiration to shoppers at different stages of their journey, highlighting products in creative ways to drive them from awareness to purchase. Max width video ads, for example, show a 50% increase in Awareness and 2x Association.3
The awareness campaign also employed a brand ambassador to illustrate the ease and simplicity of doing holiday shopping on the thebay.com.
Early adds up
Planning ahead with Pinterest paid off for The Bay. By taking a full-funnel approach and embracing a variety of ad formats, they achieved significant lift with key demographics. The Bay’s holiday campaign resulted in an 56% increase in ad recall and a 5.3 ppts lift in consideration among male audiences.1
Tips for your next campaign
01
Using a variety of creative formats and messages allows for more points of engagement.
02
Pinners plan for holidays early, so brands should do the same to meet them at every point of their holiday purchasing journey.