Greenweez, the French leader in organic and eco-friendly product sales online, rolled out a personalised digital strategy on Pinterest and beat the platform's internal retail benchmarks.
Greenweez, a Carrefour Group subsidiary, wanted to connect with people interested in all kinds of organic products, from food and beauty to cleaning and DIY to children’s products.
As people on Pinterest tend to purchase natural and organic products 1.3 X more often2 than non-Pinners and are interested in environmental and organic issues, Greenweez knew the platform would be the perfect place to reach their target audience.
Thanks to Pinterest’s support, the brand puts their stamp on a high-performance retargeting and prospecting digital strategy. Between September and December 2020, the brand achieved very good results by beating Pinterest benchmarks in the retail sector.
CPA 2.4X more competitive than the internal average in the retail sector on a 7/7/1 window1
ROAS 2.2x more competitive than the internal average in the retail sector on a 7/7/1 window1
Cost per click (CPC)1
Cost per Mille (CPM)1
The brand undertook two successive conversion campaigns, including a prospecting phase and a retargeting phase.
They chose an A/B test method and asked The Source creative agency to help develop a combination of formats, such as static Pins and video ads, as well as varied content based both on DIY tutorials and products to pique their target audience’s interest. Media agency Impulse Analytics also helped the brand manage their campaigns and allocate their budget.
Greenweez also used Pinterest’s keyword expertise by using top searches. This enabled the brand to uncover valuable insights specific to their target and use them for conversion.
Greenweez generated highly satisfactory results.
“
By giving us the opportunity to explore our target’s habits and interests, Pinterest has enabled us to activate an effective conversion strategy, supported by strong insights. This was a powerful digital marketing tool for us and we intend to include it in our future campaigns.”
Charlotte Seguret, Head of Partnerships and Social Ads, Greenweez
Greenweez achieved a 2.4x CPA a 2.2x ROAS more competitive than the internal average in the retail sector for conversion campaigns on a 7/7/1 window, between September 1 and December 31, 20201. Their results regarding CPC and CPM wildly exceeded results obtained on a major social media network in competition with the campaign: -50% and -218% respectively3.
This was all the evidence Greenweez needed. The brand now plans to test Pinterest with new audiences when they undertake a future campaign.
Tips for your next campaign
1.
Combining different Pin formats enables you to personalise how you interact with your target audience more often.
2.
Pinterest’s keyword expertise helps you to target your audience more precisely on the platform and learn more about their habits.
3.
Image choice is key. Make good choices according to Pin formats and your target’s expectations.