Goal 

HP set their sights on unlocking growth within the German market: boosting awareness and sign ups for their subscription model, Instant Ink. 

They knew with Pinterest’s targeting capabilities they could reach an audience of people interested in printing products and devices, and also parenting and parenting related topics, all of whom were also ready to shop — or in this case subscribe. And performance is always top-of-mind. The brand’s goal was to deliver results whilst reducing the cost per traffic and the cost per enrollment.

Strategy 

To achieve this, HP launched a full funnel campaign. To help drive awareness and grow their audience, they ran a Premiere Spotlight takeover in Germany. And then ran a mix of ads with direct links to make conversion as easy as a single click.

HP created a suite of ads to amplify this messaging and offer solutions to Pinterest shoppers. The creative included printer woes many of us have lived and experienced. For its media, Pinterest helped HP set up a plan, allocating budgets by objective and recommended ad formats based on each KPI. With direct links when a shopper clicks on the ad, it skips a close-up of the ad and instead takes them directly to your website.

To further amplify these efforts, HP leveraged an exclusive Premiere Spotlight takeover — and HP capitalised on a key consumer insight. They scheduled their Premiere Spotlight takeover for a Sunday, a day when Germans are typically at home due to closed shops. This strategic timing, coupled with the Premiere Spotlight's prominent placement on Pinterest’s home feed and search pages, ensured maximum visibility and engagement for HP.

Based on HP's multi-touch attribution model, Pinterest has emerged as the most cost-effective social channel for HP’s Instant Ink enrollments this past quarter — achieving a 44% lower cost than other active social channels¹.

After comparing the results of Q1 '24 (December and January) to Q3 '23 (June and July), HP has noted a 27% reduction in cost per traffic and a 32% reduction in cost per enrollment — meeting all the campaign's objectives¹. This campaign also set a new low-cost record for social media activations in Germany¹.

The factors of print-worthy marketing success? Premiere Spotlight played a pivotal role in the campaign — contributing a +4.4 pt boost in action intent (driven from the home feed and search page takeovers) and +7.3 pts on brand attribution (from homepage engagement)¹. This, accompanied by the direct links feature took customers from discovery to action with a click of an ad. 

Following the success of this campaign, HP is now looking to implement an always-on strategy. 

Tips for your next campaign

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

1. Put your ads center stage with Premiere Spotlight. By adding Premiere Spotlight to your marketing mix, you can help maximise reach, visibility, and awareness at scale. Got a moment in mind? Secure your slot asap — only a single brand can own the Spotlight placement for a given day or time period, so make sure you book your dates early.

2. Use direct links in your ads. Reduce the steps to take shoppers from discovery to action with one of Pinterest's latest ad features. Direct links are designed to help expedite the path to purchase — instantly directing users from Pinterest to your website with just one single click.

3. Explore Pinterest's possibilities to score full-funnel success. Inspire your audience with Pinterest's wide variety of advertising products, which help you generate organic awareness, consideration, and purchase opportunities. Plus, check out Pinterest Academy for free courses to level up your Pinterest ads game.