Wayfair
Wayfair reaches new audiences and sets them on the path to purchase
Wayfair enlisted collages and Premiere Spotlight ad solutions to help lift awareness, bring shoppers to their site and boost sales.
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.
“
Our strategy around ad formats really delivered for us in this campaign. The Premiere Spotlight ads grabbed shoppers’ attention and drove awareness, while collages gave them an innovative new way to shop with direct links to product. All of it adds up to more traffic from new shoppers.”
Sandro Corsaro
Global Head of Creative & Content, Wayfair
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.
1.2x
lift in visits week over week (WoW) during launch week1
1.15x
gross revenue lift attributed to brand marketing WoW1
1.4x
spike in visits day over day, driven by Premiere Spotlight1
“
Investing in Pinterest continues to help deliver ROI for us. With this campaign, we were able to increase brand awareness and also bring people ready to shop directly to Wayfair. It’s the exact type of full-funnel results we hoped to achieve.”
Courtney Lawrie
Head of Brand & Integrated Marketing, Wayfair
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.