Hamburger Sparkasse (Haspa) succeeded in boosting their profile as an advisor in the real estate financing field in a cost-efficient and effective way. Video metrics like cost-per-completed-view (CPCV) turned out to be 87% lower on Pinterest than on other platforms, highlighting this success.1
The residential property field has a number of distinct challenges: “The complexity of real estate financing and the whole corresponding process often makes those interested hesitate,” says Anna-Lena Gäth from Hamburger Sparkasse. Haspa is considered to be the major mortgage provider in the greater Hamburg area, as well as a reputable point of contact when it comes to questions related to property purchase.
Haspa’s experts can provide qualified advice and guidance throughout each step of the purchase process for everyone who wants to make their home dreams a reality. Haspa wanted to spotlight their outstanding real estate expertise through a regionally focused campaign on Pinterest. After all, “home and living” is one of the most relevant topics on Pinterest.
Haspa dedicated its campaign to Pinners interested in the topic of “living and residential property.” Over a period of 7.5 weeks, Haspa brought attention to “real estate financing” through video content, among other tactics. The tips and guidelines depicted in the 6-second videos provided helpful insights designed to help reduce complexity.
Additionally, Haspa boosted their popularity on the platform by using staff members as brand ambassadors in their video ads. Not only did this help to convey Haspa’s level of expertise, but also a sense of trust and familiarity.
"Pinterest won us over by providing the ideal setting for our topics, along with very good video and traffic performance metrics. We will be sure to return to Pinterest for future campaigns."
Marketing and Sales Communication, Hamburger Sparkasse
When it comes to effectively and efficiently boosting brand awareness, Pinterest once again demonstrated its potential. Haspa was able to reach potential customers in a highly cost-efficient manner, resulting in a 47% lower CPC and a 24% lower CPM1 compared to other platforms.
Furthermore, their video ads proved to be particularly effective, with strong completion rates and greatly reduced CPCVs: 87% lower than on other channels Haspa used.
Tips for your next campaign
Try these Pinterest best practices to get more out of your shopping ads:
Context is king: real estate financing is a highly relevant topic within the context of “living and furnishing.”
Short and sweet: animated informational videos that are simple and easy to understand are likely to be viewed to completion and create a sense of trust and familiarity.
Awareness and consideration: combine video ads and standard Pins in a sequential campaign.