Designing a direct response campaign for customer acquisition

Looking to scale up customer acquisition, this semi-permanent tattoo company used Promoted Pins and Promoted Video to generate more revenue while keeping costs on track.

monthly viewers to their Pinterest profile
increase in monthly conversions
Their goal

Lifting sales while keeping costs low

No one wants to regret a tattoo. That’s what inspired inkbox’s founders to create their line of semi-permanent tattoos. Unlike most temporary tattoos that are just stickers on your skin, inkbox’s look and function more like permanent tattoos, penetrating the skin and then fading as skin naturally regenerates. They last about 8–18 days so that you can test the design out, before invoking the needle.

Empowering customers to experiment, inkbox offers thousands of designs from independent artists, as well as an option to create your own design. All of their tattoos use a unique, patented tattoo technology.

The company wanted to expand their acquisition strategy by running a direct-response campaign. They aimed to test a few different approaches as a way to learn what creative and targeting drove the most clicks and sales.

This was a shift for inkbox, which had previously focused on awareness metrics. The goals for this new campaign were more about revenue: Generating purchases while maintaining a healthy return on ad spend and cost per acquisition targets.

Brodie Mazurek, Digital Marketing Lead
“The great thing about the conversion optimisation tool is that it would only spend when we were hitting our marketing goals and objectives. This eliminates a lot of the manual work typically involved in campaign optimisation.”
Their solution

Illustrating innovation

Pinterest is a popular tool for researching tattoo designs. People look for inspiration, collect ideas and sometimes even show their boards when they hit the tattoo parlour.  

After being active on Pinterest for years, inkbox’s profile had built up an organic following. Their Pins primarily featured photos of original tattoo designs from their international artist community.

For the direct-response campaign, inkbox wanted to take things up a notch. They positioned their Pinterest profile and website as a tattoo ecosystem that helps people make good tattoo decisions. The campaign’s standard Promoted Pins included some of the same creative that they’d been using in organic Pins, but adjusted to a vertical format so they stood out more.

Messaging communicated that the semi-permanent tattoos are 'for those who can’t commit' and 'the perfect way to test your next tattoo'. Their Promoted Video Pins showed inkbox tattoos on a variety of skin tones, demonstrated how easy it is to apply them and included other basic info, including how long they take to develop and how long they last.

To ensure that they reached the right prospective customers, inkbox used interest, keyword and audience targeting. This helps marketers get more efficient costs, and makes sure that people only see the ads that are most relevant to their interests.

Their results

10 million monthly visitors

Pinterest has long driven efficient traffic to inkbox’s site, but this campaign delivered even more value while keeping costs low. The Promoted Pins and Promoted Video Pins lifted metrics at all stages of the customer journey, from people initially discovering inkbox, through consideration and purchase.

The company scaled up their acquisition campaign while maintaining all of their cost targets. They also increased their reach to more than 10 million monthly profile visitors and drove 6x more monthly conversions. Beyond just driving traffic, Pinterest has helped inkbox diversify their digital acquisition strategy and generate revenue at an affordable cost.

Advertiser tips
  • Look for the channel that fits your business. For inkbox, Pinterest is a natural fit because of the journey people take to discover tattoo ideas and inspiration.

  • Consider targeting a broader audience with conversion campaigns using both keyword and interest targeting.

  • Keep in mind that your ads should be driving revenue for your business – not just traffic. Establish metrics that help you track traffic and sales, as well as costs.