Thanks to “always on” marketing, Pinterest has become a top source of traffic for the brand’s website and registry.
Reaching people early in the process
The Land of Nod sells high-end children’s furniture and home décor that works just as well in kids’ rooms as it does throughout the house. The team are always looking to reach more customers, whether that’s new parents planning their first nursery or people redecorating part of their home.
Children’s furniture and décor is not a seasonal business: there are always new people shopping in the category. So Land of Nod wanted to ensure that they could reach potential customers at just the right moment in time. They were especially interested in reaching people early in the decision-making process, when they’re seeking inspiration and open to new ideas.
“One day you don’t have kids, and the next day you find out there’s a baby on the way. If we’re not always there with some kind of presence when people are searching for these products, they’re going to miss our brand and end up shopping with someone else”
Campaigns that are always on
Land of Nod see Pinterest as one of the best performing platforms for parents seeking home décor and furniture content. Pinterest is a primary destination for home décor, with nearly 28 million people in the US saving more than 1.7 billion Pins related to the category last year.1 Even before the brand had a paid presence on Pinterest, people were using the platform to save Land of Nod’s products and click to their site.
That made Pinterest a natural place to be “always on”, which means advertising runs continuously, rather than starting and stopping on specific dates. That keeps Land of Nod’s marketing better aligned with consumer demand than if they ran campaigns tied to their own marketing calendar. Always on marketing boosts Land of Nod’s odds that they’ll be the brand someone sees when they’re researching a new purchase. There’s always someone new to reach and always someone ready to buy.
Land of Nod run a mix of creative designed to drive both awareness and conversion, repurposing catalogue imagery to create beautiful Pins. Some Pins highlight a specific product, while others feature themes such as “crafts to do with kids” or “unique nursery ideas”.
The company also uses Pinterest to enhance people’s shopping experience beyond advertising. Their design consultants create custom mood boards for their clients to show how different products can be combined to create family-friendly spaces. Land of Nod also display Pinterest signage in their stores so shoppers can see what’s most popular on Pinterest.
Plus, the company uses Pinterest to drive in-store sales. Their design consultants create custom boards for clients to show possibilities for their home. Stores also use paper versions of the brand’s most popular Pins to show customers how ideas can come to life.
More traffic and sign-ups at a lower CPA
Being always on with Pinterest has led more people to engage with Land of Nod’s website and gift registry. Pinterest is a great source of new customers to Land of Nod’s e-commerce site, is one of the biggest drivers of new registry sign-ups and has a low CPA.
“We use Pinterest as a direct sales mechanism for very hyper-focused programmes” said Kristin Heimsoth, Direct Marketing Strategist, Land of Nod. “But our Promoted Pins also appear across a variety of campaigns so that shows Pinners that we’re in baby, we’re in child, we’re in playroom – we span a lot of their needs.”
The team has applied Pinterest insights beyond its marketing programmes: what they learn on Pinterest impacts product development, too. For example, if they see a lot of people searching for a product they don’t sell, they start thinking about new product development to meet those needs.
1 Pinterest, annual US activity, 2016