Goal

John Lewis, a cornerstone of British retail for over 150 years, is renowned for its commitment to quality, service and customer satisfaction. With a loyal following that spans generations, the brand sought to deepen its connection with its customers – especially their most deeply engaged shoppers who sustain their sales¹.

They sought to re-ignite brand affinity and see conversions across all their product categories.

On Pinterest, they could deploy a huge range of performance ad types, using data and a partnership with Pinterest to tailor it together.

Strategy

John Lewis has a wide range of products and they wanted to showcase many of them —  including fashion, kids, home, tech and beauty. So they took a full funnel approach, deploying ads across each stage of the customer journey. By combining video and Showcase ads with Shopping ads – which automatically pull helpful information like USPs, pricing and alluring offers like Free Click & Collect into the ad —they could help build brand awareness and nudge customers toward purchase at the same time. 

Partnering with Pinterest, they used insights to create ads that had strong branding and a consistent look and feel.  The specially curated color palettes for each product category, aligned to the John Lewis seasonal color palette. Each ad featured a John Lewis presence, ensuring that the message resonated with their key audience of loyal shoppers.

Results

The brand’s strategy paid off. Compared to Pinterest on web and tablet, mobile users were the most engaged audience. They drove the largest share of incremental checkouts: 62% vs web and tablet². Related Pins, where people engage deeper with the content they’re searching for, measured the highest checkout lift at 8.5%². Fashion emerged as the top performer, with a 22.8% lift in purchases for men's products and a 18.9% lift for women's². Beauty products saw a big return too, driving an impressive 22% lift in checkout².

And John Lewis’s goal to reach loyal customers was a worthy hunch. They re-engaged people who had already interacted with specific products with dynamic retargeting — and saw an 8.4% sales lift². Ultimately, the sales campaign delivered the highest iROAS and a remarkable 10.3% sales lift².

Resources

Full funnel media strategy

John Lewis deployed a whole fleet of ads across the funnel — and saw sales lift. Read about why a full-funnel strategy is most effective on Pinterest. Going full-tilt with full funnel

Performance on Pinterest

The quickest way to convert browsers into buyers is to create a smart strategy. Learn about how to gear Pinterest for performance.