The leading rave clothing retailer used a series of Promoted Pins along with keyword and interest targeting to connect with young people planning outfits for upcoming music festivals.
Pumping up the sales volume
The world’s number one rave clothing store, iHeartRaves is where the electronic dance music (EDM) community gets their glitter on. The online store provides apparel and accessories for raves and music festivals, from bodysuits to kaleidoscope glasses and light toys.
The company started back in 2010, when its founders realised that cute, affordable rave fashion was hard to find, and set out to make it more accessible. Today, the team’s shared love of dance music and festival adventures drives their mission to inspire individual creativity and self-expression with wildly unique products.
Looking to expand the culture of EDM and reach more potential customers, iHeartRaves planned a multi-platform campaign that would increase brand awareness and sales. They prioritised Pinterest, knowing that their target audience – young people interested in cutting-edge fashion – uses it to research and plan their outfits. In fact, 57% of US millennials use Pinterest,1 and 55% of millennial Pinners use it to create a new look or style for special occasions.2
“When the EDM community comes together at a rave or festival, we have a fashion all of our own. We want to expand the culture of EDM and inspire people to express their creativity through their clothing. This Promoted Pin campaign helped us to connect with a larger audience than we ever had before, in a cost-efficient way that will continue to help iHeartRaves grow.”
Upping the style quotient
iHeartRaves developed a series of Promoted Pins that featured enviable looks suited to upcoming festivals. They used keyword targeting aligned with the most popular music and rave events. They targeted both men and women in the younger millennial demographic who were interested in raves, entertainment, music, festival looks, fashion, concerts and parties.
To capitalise on new website visitors and remain front and centre in existing customers's minds, iHeartRaves also created a retargeting campaign. For this campaign, they showed ads to people who had visited the iHeartRaves website in the last thirty days, people who had recently placed items in their virtual shopping baskets but didn’t purchase, and people who had purchased from iHeartRaves before.
The results of the iHeartRave campaign went way beyond the team’s expectations. Compared to ads that ran on other platforms, including Facebook, Pinterest delivered more visitors to their website at a:
45% lower cost per engagement
57% lower cost per click
21% lower cost per acquisition
Over the course of the nine-month campaign, iHeartRaves exceeded their original goal of a 3X return on ad spend. They also achieved a high combined average engagement rate of 3.41% across all Pins in the campaign.
1 Pinterest internal data, 2017
2 Pinterest Category Usage Study, Aug 2017