Häagen-Dazs
General Mills, the group that owns Häagen-Dazs, commissions external Media Mix Modelling to compare the sales impact of their media investments (including TV, social, audio, OOH and print) . The analysis shows Pinterest as one of two channels generating the best ROI for the renowned ice-cream brand, proving their effectiveness at the bottom of the funnel.
For their new ice cream collection produced in collaboration with pastry chef and chocolatier Pierre Hermé, Häagen-Dazs launched an omni-channel promotional awareness campaign during the summer.
The brand incorporated Pinterest into their media mix because people using the platform have a real affinity for all things culinary. According to a recent study, people on Pinterest are more committed to their quest for great gastronomic experiences than on any other platform. This is all the more telling given that 96% of searches on Pinterest are non-brand-specific1.
Häagen-Dazs were able to capitalise on this opportunity to grab people's attention and make Pinterest one of their most profitable acquisition channels.
-9.7%
decrease in CPM, compared to the benchmark for the sector2
+16%
in sales attributed to Pinterest, compared to last year3
To maximise the effectiveness of their campaigns, the brand followed Pinterest's best practices. This included focusing on a variety of visually coherent, lifestyle-inspired ad formats, in line with the organic content that generates engagement on the platform.
They then used adjacent interest targeting to show their ads to people on Pinterest based on their tastes and the events they are interested in, associating product types (such as "ice cream", "gastronomy" or "pastries") with life moments ("summer" or "lunch recipe with friends" for example).
When we measured the impact of each advertising channel via Media Mix Modelling, we could see the key role that Pinterest plays in leading our target audience to take action and were thus able to maximise our return on investment.
Marion Petit
Senior Brand Experience Manager, Häagen-Dazs
Media Mix Modelling has shown that Pinterest offers among the best ROI, so Häagen-Dasz intends to step up their investments on the platform and deploy campaigns throughout the funnel.
Practical tips for your next campaign
Help optimise the results of your ads on Pinterest by following these three tips:
Use adjacent interest targeting to show your ads to people on Pinterest based on their tastes.
While Media Mix Modelling is definitely useful, Conversions API is an additional tool for accurately tracking conversions achieved thanks to Pinterest. This will help you optimise your campaigns effectively.
Take advantage of Pinterest's suite of new performance products for even greater impact at the bottom of the funnel.