Carnation boosts sales using targeted keyword ads

With their “Celebrate the little things” campaign, Carnation set out to inspire people to try out a new recipe using ​​Carnation Condensed Milk. Using Pinterests keyword and interests targets, the brand was able to reach people with similar tastes to their goal. In this case the sweet spot was people searching for baking inspo and desserts. 

Sweet Success

With short, engaging video ads, Carnation inspired people on Pinterest to try out new recipes using the brand’s products. 

70% of people who use Pinterest to make final decisions in their purchase journey.² With this campaign on Pinterest, Carnation was able to drive sales, encouraging people to add Carnation Condensed Milk to their grocery lists. People who saw the ads were inspired to try out new recipes, which boosted in-store sales.¹ Most of these sales came from customers who were new to the brand¹— that’s the power of great ad targeting.  

Carnation’s Pinterest campaign drove in-store sales, measuring a 9% lift in Carnation Condensed Milk sales and a 3% lift in overall sales of Carnation products—the Condensed Milk sales lift measures 6 percentage points above CPG benchmarks.¹

Next, Carnation plans to test Idea ads to  create a more immersive user experience. They also intend to coordinate campaigns with seasonal moments to reach people on Pinterest who are seeking holiday baking inspiration.

Tips for your next campaign

Try these Pinterest best practices to get more out of your ads. 

1. Use keyword targeting in order to tap into an audience that’s already engaged in the topic. 

2. Provide inspiration with creative ad formats in order to drive sales. 

3. Alternate Pin dimensions for a more multi-faceted approach.