Goal

Your home should be your happy place, and Wayfair wants to help make that happen by empowering consumers to express their style and create homes that reflect who they are. Acting as part mood board, part planning tool, and part inspiration, Pinterest simplifies the process of transforming ideas into a personalized space.

Wayfair recognized that Pinterest’s visual platform was the perfect discovery channel for their target audience and served as a launchpad for shoppers looking to make home goods purchases.

Historically, Wayfair’s Pinterest campaigns have predominantly focused on spurring sales. This time, they wanted to try something a little different: expanding their reach by engaging new audiences while continuing to drive potential customers directly to their website.

Strategy

Wayfair used two Pinterest ad solutions—Premiere Spotlight, offering premium, high-visibility placements, and collages, enabling interactive, shoppable images—to strategically reach people at different stages of their customer journey within a single campaign.

The Premiere Spotlight takeover prominently showcased Wayfair’s offerings across Pinterest’s home feed and search landing pages, delivering maximum visibility while shoppers were in their inspiration and discovery phase. Collages let Wayfair create interactive, shoppable images with a seamless click-through experience, guiding shoppers directly to purchases on Wayfair's site. 

To amplify awareness, Wayfair also collaborated with creators on video ads, strategically demonstrating how people could transform underused spaces with Wayfair furnishings. These efforts were supported by standard image ads that linked directly to product pages, further streamlining the path to purchase.

Results

This well-tailored strategy aligned perfectly with Wayfair’s goals, smashing retail benchmarks for awareness and consideration. Wayfair saw a significant boost in site traffic and sales: 1.2x week-over-week (WoW) increase in visits during launch week and a 1.15x WoW lift in gross revenue attributed to brand marketing.¹

Premiere Spotlight delivered high-impact visibility, helping to drive both awareness and purchases during the takeover. It led to a 1.4x day-over-day spike in visits, which also helped to improve conversions.¹ Simultaneously, their collaboration with creators on video ads provided highly relevant content with some Idea ads hitting engagement rates 79% above the retail benchmarks.¹ Meanwhile, collages helped Wayfair achieve an engagement rate 5.4x higher than the home goods industry benchmarks.¹

The key takeaway? After years of keeping awareness and conversion campaigns separate, Wayfair now sees a full-funnel future ahead—and plans to adopt this approach for more campaigns going forward.

Resources

Level up your creativity with collages

Collages are an innovative way to capture attention on Pinterest. Plus, with new ways to create and share them, now’s the perfect time to get in on the action and elevate your engagement.

Supercharge campaigns with Premiere Spotlight

Showcase your latest product launch or seasonal moments with exclusive placements across Pinterest’s home feed and search landing pages. Top tip: book early—only a single brand can own the placement at a time.