Due to a combination of interest and keyword targeting, along with videos perfectly tailored to Pinterest, Barilla succeeded in making a wide audience aware of the variety of Barilla Collezione and increased Pin awareness by almost 10 percentage points.1
Barilla is an Italian family business with a long tradition of producing delicious pasta in all its myriad forms. The premium Barilla Collezione range means these forms are even more unusual and are aimed at pasta connoisseurs wanting to enjoy refined, spectacular dishes for those special moments.
And what better platform is there to highlight such dishes than Pinterest, the site on which users can gather ideas and be inspired for their next meal? Using Pinterest, Barilla was able to kick off a campaign targeting a wide audience with the aim of improving reach in the awareness phase of the shopper journey.
Key results:
An almost 10 percentage points increase in Pin awareness2
percentage points increase in campaign awareness3
In order to reach the right target audience, Barilla used keyword targeting with search terms around topics such as ”special moments” and “being together” as well as targeting interests such as “pasta recipes” or “meal planning”. This reached users who, for example, wanted to be inspired for their next dinner with their loved ones, or were simply looking for recipe ideas to try out something new.
The brand created 4-second max width videos that focused on the product and highlighted the variety of Barilla Collezione.
"The Barilla Collezione awareness campaign on Pinterest far exceeded the KPIs we envisaged. We were also able to generate high-quality traffic to our landing page alongside Pin awareness and campaign awareness uplift."
Ronen Dimant, Marketing Director Region Central Europe, Barilla
The results speak for themselves: With a high viewability of 73 %, the videos were successful on Pinterest and achieved an increase in Pin awareness of almost 10 percentage points.4 An excellent increase in campaign awareness of 5% was also achieved at the campaign level.5
Tips:
1.
Make sure that your brand comes into its own in the Pins by, for example, ensuring that the logo is consistently present.
2.
Use short videos between 3-5 seconds in length and focus on a key message.
3.
Use keyword targeting to aim at and inspire the exact audience you wish to target.