OBI was the first brand in Northern Europe to launch a campaign using Pinterest’s BLAST format and it crushed expectations: Impressions exceeded the internal benchmark by 288% with a 37% lower CPM.1
OBI and their distinctive logo represent DIY, home improvement and getting creative with home decor projects. The brand’s goal is to be a place where customers can get inspired about their projects, not just buy DIY supplies.
Meanwhile, Pinterest is the platform whose users not only find inspiration and new ideas, but also have the desire to implement them—making it an ideal match for a partnership and a suitable positioning of the OBI brand.
On Pinterest, advertisers reach users early in their decision-making process, when they are open to new things and receptive to brand messages. Generating reach with a suitable target group can also be particularly effective on Pinterest: another reason for OBI to decide to collaborate.
Key results:
more impressions than defined in the internal benchmark1
lower CPM than specified in OBI's internal benchmark1
Pinterest BLAST – the campaign of choice
'A room come true:' OBI wanted to set up a competition where Pinterest users could win and implement the ideas they found on Pinterest for a 'dream room' of their choice, be it a completely new bedroom or a new colour scheme for the living room. To get this message across to the target group in the most efficient and effective way, OBI became the first brand in northern Europe to use Pinterest BLAST.
The main goal of this type of awareness campaign: to generate the maximum number of impressions and reach in a short amount of time. To achieve this, the OBI team deployed specially created video Pins in two formats, standard and max. width, over a three-day period. The aim was to reach all Pinterest users in Germany. Creative agency Zum Goldenen Hirschen was responsible for creating the Pins.
“
Three days of full Pinterest presence created the perfect reach for our 'Dream Room' project within a highly affluent target group, making a decisive contribution to the successful launch of our campaign.”
Benjamin Schulz-Adamos
Head of Media & Digital Marketing, OBI
A huge success in a short amount of time
OBI’s decision to use Pinterest BLAST paid off in a big way. Thanks to maximum visibility and effectiveness, the campaign quickly and cost-effectively achieved significant reach and exceeded expectations. In fact, impressions surpassed internal targets by 288%, while CPM was 37% below the internal benchmark.1
Because of these outstanding results, OBI plans to target users reached through the Pinterest BLAST campaign with a traffic campaign next.
1.
Use Pinterest BLAST to achieve maximum reach on Pinterest within a short period of time.
2.
Use creative videos with a wow effect in standard and max. width formats.