Adopt a multi-objective media strategy to drive results
7 July 2022 — Gráinne Giles
Learn how to reach customers across all stages of the customer purchase journey with our tips—packed with campaign best practices, creative recommendations, measurement and media planning guidance—to supercharge your multi-objective strategy.
People come to Pinterest to dream, plan and do. They're browsing, discovering and shopping—and while most traditional marketing literature shows the customer journey as a linear path, we know that in today's world, that isn't always the case. Brands are competing for air time, screen time and everything in between.
What that means for advertisers: it's increasingly important to connect with customers at every stage of the customer purchase journey—and we know that's easier said than done.
However, Pinterest ads are uniquely positioned to help. They enable advertisers to build a holistic approach to the measurement plan, take the burden off the lower funnel activity, while helping to drive better campaign results.
How? A multi-objective media strategy. Not only do they cut through the noise, but they also help brands stay relevant and top of mind—connecting with customers in important moments of discovery and when they're ready to take action.
Today’s path to purchase is complex and non-linear
At any given moment, a person might be thinking of purchasing multiple items. And for each of those purchases, they may encounter multiple touchpoints online and offline. They can enter the path to purchase at any of these stages—and potentially may skip some stages too—and go straight in for the purchase. The journey has become curved, and a multi-objective campaign can help connect the dots amongst the complexity.
Reap the benefits of multi-objective strategies
Use these steps to maximise measurement, performance and results—and keep top of mind for shoppers across the customer journey:
Take a holistic approach to measurement: By linking brand building and acquisition efforts to performance, you can holistically measure, plan, buy and optimise all of your media and content. This will help to hold your entire media investment accountable to overall business outcomes like incremental revenue and return on ad spend (ROAS).
Diversification takes the burden off the lower funnel: A diversified media approach takes the heavy burden off the lower-funnel. By concentrating investment into the lower-funnel only, you may be missing out on targeting new customers further up the funnel, and may leave yourself at risk should these campaigns underperform. Instead, think of the bigger picture and how to reach customers across the entire funnel.
See better campaign results: Advertisers who take a multi-objective approach may see more success than those who home in on a single media objective. By adopting more than one objective, advertisers have seen the compounding effects that lead to stronger results across every stage of the customer purchase journey—from increasing ROAS by 45%1 to doubling sales lift.2 Adopting this strategy can help drive more opportunities and incremental revenue for your business.
Take inspiration from this brand’s multi-objective strategy
With a mission to build awareness and boost online sales, MATCHESFASHION decided to adopt a multi-objective strategy. They paired a conversion campaign with an always-on awareness campaign to reach shoppers across every stage of the purchase journey.
While their always-on campaign boosted brand awareness, their seasonal tent pole conversion campaigns also gave extra opportunities to drive sales. With smart targeting, they reached users who expressed interests in fashion and homeware using Pinterest’s carousel, standard and video ads—all giving a clear call to action, helping shoppers convert their inspiration into purchases.
By combining upper-funnel objectives such as awareness with lower-funnel objectives like conversions, MATCHESFASHION saw stronger results—and fast: a 42% increase in ROAS and a 40% increase in average order value compared to their previous performance (before implementing a multi-objective strategy).3
Break the funnel into three distinct media objectives
At Pinterest, we break the funnel into three distinct media objectives for advertisers: build awareness, drive consideration and get conversions.
Advertisers can launch campaigns for each of these media objectives, targeting shoppers all the way from inspiration to action.
Ready to get started? Download our multi-objective playbook
Discover how diversifying your media strategy drives results on Pinterest. Our guide is packed with campaign best practices, creative recommendations, and measurement and media planning guidance for all types of multi-objective campaigns.
Whether you’re already actively marketing on Pinterest or exploring new ways to show up on the platform, this guide will help supercharge your marketing mix with an effective multi-objective media strategy.
