The TV network's promotional campaign on Pinterest helped build off of its TV activity. As seen with women 25–54, when someone was exposed to TV and Pinterest, Nielsen reported that they were 30% more likely to tune-in1 than when someone did not have the Pinterest exposure.
Converting more viewers
ABC Network is behind TV hits, such as Grey’s Anatomy, Once Upon a Time, Designated Survivor and many more. Headquartered in Burbank, California, the studio develops, produces and distributes entertainment content for the ABC Entertainment Group. The Walt Disney Company owns both organisations.
Upon launching a new show, Kevin (Probably) Saves the World, in autumn 2017, ABC Network wanted to increase awareness and tune-in rates. The series stars Jason Ritter in a high-concept, comedy-drama about a selfish, clueless Texas man who has been tasked by God to save the world.
Pinterest is a great fit for entertainment awareness campaigns, where 75% of Pinners find branded entertainment content useful2, and 73% report taking action (searching, watching, purchasing, etc.), based on branded content.3
Pinterest also drives post-usage word of mouth and further brand affinity: over 50% of people either share information on Pinterest or look for entertainment options after engaging with an entertainment Pin.4
“The unique visual search options and display that Pinterest offers made it the ideal platform for our campaign creative, and the perfect place to test and achieve our business goals.”
Refining creative to boost engagement
In addition to promoting the show, ABC Network also wanted to understand how – and how much – a Pinterest campaign could impact tune-in. To gather that data, they ran a test using Nielsen Watch Effect.
Nielsen Watch Effect marries TV viewing data from the National People Meter with Pinterest ad exposure data in order to determine if Pinterest drove incremental tune-in to a TV programme as well as how effective it was compared to a TV campaign.
To compare the Pinterest results with traditional advertising, they also ran a concurrent TV ad campaign.
ABC Network ran their campaign from September to October 2017 with persons 25–49 as their core audience of interest. The network used a dynamic mix of creative assets in Promoted Pins and Promoted Video Pins. The video Pins, 'Quirky inspiration you didn’t know you needed', were special shorts featuring characters from the show discussing the meaning of motivational quotes.
Over the course of the campaign, ABC Network continued collecting data and set about adjusting the creative to boost performance on mobile. To help the Pins stand out in people’s home feeds, the studio added brighter colours, dynamic text overlays and ABC branding.
“We were thrilled with our results. Not only were we able to drive positive lift in both tune-in rates and intent to watch, we learned that Pinterest greatly increased our cost efficiency over other platforms alone, such as TV.”
30% more likely to tune in5
The refinements had a positive impact. Video completion rate increased by 1% and the engagement rate also went up by nearly a full percentage.
The improved campaign creative also successfully increased people’s engagement with the Pins, as well as their awareness of the show and their intent to watch it. To measure how much, ABC Network used the in-alpha measurement solution Nielsen Watch Effect to determine how effective and efficient Pinterest was at driving tune-in.
Among women 25–54, those who saw the campaign on both Pinterest and TV had a 30% higher chance6 of tuning in than those who did not see the campaign on Pinterest.
1Nielsen Watch Effect study. Commissioned by Pinterest, November 2017.
2Gfk, Dec 2017. Pinterest in the Path to Purchase among its Weekly Users. Commissioned by Pinterest.
3Gfk, Dec 2017. Pinterest in the Path to Purchase among its Weekly Users. Commissioned by Pinterest.
4Gfk, Dec 2017. Pinterest in the Path to Purchase among its Weekly Users. Commissioned by Pinterest.
5Nielsen Watch Effect study. Commissioned by Pinterest, November 2017.
6Nielsen Watch Effect study. Commissioned by Pinterest, November 2017.