Implementing a Pinterest campaign centred around video ads proved to be a home run for Gaggenau. The brand partnered with the platform and MediaCom | Greenhouse to set up a Pinterest Brand Lift Study—one of the first in the Netherlands. The luxury kitchen appliances company achieved a 16%1 bump in brand awareness, highlighting the benefits of advertising on the platform.
For the past three centuries, Gaggenau have provided high-income home chefs in the Netherlands with the tools they need to bridge the gap between what’s in their head and what ends up on the plate. From ovens and extractor fans to coffee machines and cooktops, they’re the go-to for luxury home appliances.
Gaggenau wanted to increase brand awareness in-market among higher-income audiences, architects and designers. Knowing that advertising on Pinterest offered competitive upper funnel costs, Gaggenau were keen to kickstart their first-ever campaign on the platform.
Plus, audience research showed that Pinterest was an important touchpoint in the inspiration phase of the path to purchase for kitchen appliances. So the platform was the ideal choice for reaching a broad audience. Aiming to maximise video views and traffic, the brand partnered with MediaCom | Greenhouse and got their Pinterest campaign underway.
Gaggenau focused on video ads (supported by static Pins) featuring kitchen shots with the brand’s high-quality appliances in frame. The brand also made sure to follow Pinterest’s creative best practices to optimise their campaign. Implementing a tailor-made organic strategy, Gaggenau posted static Pins and boards on a regular basis to drive organic traffic.
In order to ramp up brand awareness, Gaggenau also ran keyword and interest targeting based on search trends around kitchen appliances. Relying on insights from MediaCom | Greenhouse, Gaggenau selected relevant keywords (i.e., keuken inspiratie, kookeiland, etc.), while the brand also set up relevant audiences based on local audience research.
“At the outset, our campaign goals were to increase brand awareness and drive traffic to our site. Advertising on Pinterest proved to be a great choice, as we vastly exceeded our performance benchmarks.”
Maaike van Vonderen, Brand Manager, Gaggenau
Gaggenau’s video ads performed well above their benchmarks, making the campaign a real success for the home appliances brand. They achieved a 1.03% CTR (an increase of 0.63% over the target CTR), while brand awareness increased by 16%, demonstrating that Pinterest can be an effective platform for brands seeking to boost their profile.1
Tips for your next campaign
Try these Pinterest best practices to get more out of your video ads:
Make sure your video ads feature branded elements, like your brand colour palette and company logo, to boost brand recognition.
Add a text overlay to make your video ads stand out from the crowd, but ensure that your copy is short and concise to maximise readability on mobile devices.