Lidl
Lidl boosts reach to their Christmas catalogue with innovative Pinterest campaign
Lidl activates outbound click optimisation and leverages new Pinterest Trends to drive high-quality traffic to their Christmas toys catalogue
As retailers know, Christmas is one of the most important times of year. If you want results, you have to stand out. Lidl were looking to promote their toys offering to as many consumers as possible. To achieve this, the brand decided to implement an innovative new strategy using Pinterest.
28%
lower CPC compared to campaign target1
87%
reach, measured by IAS2
A play that paid off
To drive traffic to their toys catalogue, Lidl opted for a multi-objective campaign, focusing on generating awareness and traffic.
Using the Pinterest Trends tool, the retailer identified the top toy-related search terms in France and tied their ads to trending topics as they were on the rise. They were also able to leverage outbound click optimisation for their campaign, enabling them to efficiently drive traffic to their website – a first in France for a retailer in this sector.
"Pinterest's new and innovative capabilities enabled us to generate high-quality traffic, at optimal cost. After running a similar campaign at the beginning of 2023, we strongly believe that Pinterest is the ideal platform to help us increase our reach."
Mattias Boccardo
Digital Marketing Manager, Lidl France
The campaign measured an 87% reach and a strong surge of new traffic.2 In addition, with outbound click optimisation, Lidl benefited from a CPC that was 28% more cost effective than the target set out in their media plan.1
By adopting an approach that combined awareness and traffic strategies, Lidl were able to move 900,000 people down the funnel from inspiration to decision.1 The brand are delighted with the results and plans to continue to partner with Pinterest on other campaigns.
"We were confident that outbound click optimisation was the ideal solution to meet Lidl's objectives, and the results speak for themselves. The campaign resulted in an excellent level of high-quality traffic, at a CPC that was significantly below the benchmark."
Aurélie Chapuis
Trading Manager Digital, Starcom
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
Combine Idea ads with the more traditional static Pins, to maximise performance against your traffic objective, and capitalise on synergies between media objectives.
Diversify your campaigns – activating a consideration campaign alongside an awareness campaign can help you increase your reach.
Leverage the Pinterest Trends tool to identify the top search terms for your audience and tailor the delivery of the campaign according to keywords, enabling you to reach users at the right time.