Kvik
Kvik drove full funnel success with incrementality testing strategy
With a marketing objective to get a greater understanding of their audience intent on Pinterest, Danish brand Kvik joined forces with GroupM + Acceleration for a Pinterest GeoX experiment. Discover how they drove full-funnel success, helping to increase store visits, website sessions and appointments made.
In an increasingly complex media landscape, advertisers strive for more accurate measurement tactics and documentation of their marketing efforts to prioritise, and optimise, more effectively.
Kvik, a brand that excels in beautiful, Danish-designed kitchens, bathrooms and wardrobes wanted to get a greater understanding of their audience's intent on Pinterest and the impact of their media performance.
They also wanted to focus on three key performance indicators (KPIs): website sessions, store visits and booked appointments.
To do this, they collaborated with agency GroupM + Acceleration — GroupM's specialist unit for marketing measurement — to implement a geographical experiment to test the incremental impact of Pinterest ads against the three KPIs.
+11%
increase in store visitations1
+9%
spike in website sessions1
+13%
boost in appointments made1
“
Strong performance comes from a full-funnel strategy — working with Pinterest, we achieved this for Kvik. We delivered results for all of Kvik’s KPIs, and it was brilliant to see the results from each of the campaigns and tests we ran with different audience groups. This will help inform future strategies — we’re excited to see what we can achieve with Kvik next.”
Pelle Svane Jakobsen
Client Lead, GroupM + Acceleration
Kvik created a marketing campaign to target Pinterest users across the marketing funnel with a suite of ads helping to drive awareness, consideration and conversion. They used a mix of ad formats, including static, carousel and video with the GeoX product feature.
For the lower funnel activity, they mainly focused on creating ads that showcased their products, helping to drive awareness for their interior delights. And for the upper funnel, they leaned more toward a lifestyle setting in their ads — showing the products in action.
With their media strategy, Kvik targeted the likes of homeowners and people interested in renovating their homes, looking to style up their home decor, researching gardening tips, remodelling their homes or interested in moving.
Following this campaign, Kvik saw a boost in overall engagement — most notably, their store visits (rising +11%) with the test group from their lower funnel activity1. Other metrics included website sessions spiking nearly 4%, and the number of booked appointments rose almost 14%, hitting every KPI they set out to achieve1.
By utilising incrementality testing for their Pinterest ads, Kvik got the information they wanted and could dig deeper into the data. They saw the impact of their ads, what helped drive performance, engagement and conversions, and how to optimise their ads more effectively in the long term.
Tips for your next campaign
Try these Pinterest best practices to help get more out of your ads.
Level up your Pinterest ads strategy with our free courses. Head to the Pinterest Academy and check out the Path to Performance course — it’s packed with tips and best practices.
Try incrementality testing yourself. Getting good results starts with a smart setup. We also recommend that marketers use the mutually exclusive, collectively exhaustive (“MECE”) approach (which is also featured in our Path to Performance course).
Follow Pinterest’s creative best practices. Take your ad performance from good to great — help make your ads pop with eye-catching creative, strong text overlays and consistent calls to action (CTAs). CTAs have been shown to increase ad recall by +40%2.