Finding parents shopping for children’s glasses
Jonas Paul Eyewear wants children to feel beautiful and confident in their glasses. With every purchase, they also donate to help prevent blindness in the developing world.
Ben and Laura Harrison founded the company in 2013. Their son, Jonas Paul, was born with Peter’s Anomaly, a rare eye disorder that causes blurred and cloudy vision. As Jonas underwent multiple surgeries to clear his corneas and gain a degree of sight, Ben and Laura started shopping for the glasses that would help him see for the first time. But the high cost and limited options available for children quickly frustrated them. Most styles were cartoon-based or designed for athletics. A complete pair, with frames and lenses, cost anywhere from USD $200 to USD $600.
Recognising an opportunity to do better for kids, Ben and Laura decided to jump in with both feet and solve the problem themselves. When they started advertising on Pinterest, they aimed to reach other mums and dads like them to build brand awareness, bring high-quality traffic to the Jonas Paul website and increase orders for their home try-on kits.
“The bigger the business grows, the bigger the impact, which circles back to why all of this originally started. It's really exciting for us to think that this little idea we had several years ago continues to grow bigger every year.”
Promoting top-performing Pins
In the US, Pinterest reaches 8 in 10 mums and 34% of dads.1 Among weekly users, 83% say that they have made a purchase based on content that they saw from brands on Pinterest.2 So it’s no wonder that Pinterest is such a great place for Jonas Paul to connect with their target audience.
If you want to see cute children wearing fashion-forward glasses, look no further than the Jonas Paul online catalogue. As the company set up their Pinterest profile and started saving Pins, they recognised that their website was a ready-made source for Pins.
Now, when they have their in-house photo shoots to document new frames, part of the process is turning the best shots into Pins. From there, the team monitors which Pins become most popular on their own, just by people finding them organically. Jonas Paul then uses these top-performers as Promoted Pins, applying Pinterest creative best practices to tell a bigger story, adding branding, text overlays and context to the already striking imagery.
Higher-quality traffic for less
Jonas Paul has found that the referral traffic they get from Pinterest is higher quality than traffic from other platforms. People coming from Pinterest spend more time on the Jonas Paul site, visit more pages and spend more – they have a 65% higher average order value compared to shoppers from other platforms.3
Additionally, the cost per click from Pinterest is 32% lower than from other platforms. Marketing on Pinterest is not only more effective for Jonas Paul, but it costs less too.
Take care to make high-quality Pins. Something could disappear within days or even seconds on other platforms, but Pins can be evergreen.
You don’t have to start from scratch with your Pins. Just use photos that you already have and see what people like, then apply best practices to your best creative when you’re ready to run ads.
1comScore, US, October 2018
2GfK, US, Pinterest Path to Purchase Study among Weekly Pinners who use Pinterest in the Category, Nov 2018
3Pinterest advertiser data, 2018