The mattress brand Purple used Promoted Video and Promoted Pins along with Pinterest's Audience Insights tool to tell their brand story. In the first four months, they’ve seen an overall 34% drop in cost per click, as more people discover and save their Pins.
Waking up the sales pipeline
Purple launched in 2016 by way of a Kickstarter campaign and is the culmination of over 20 years’ worth of research and experience. A year later, they raised USD $2.6 million with the help of Kickstarter backers for the Purple® Pillow, making it the 53rd highest-funded Kickstarter campaign to date. Purple went public in 2018 and is the first bed-in-a-box company to successfully go public in the United States.
In 2018, Purple was looking for a way to stand out in an increasingly crowded online mattress space. They turned to Pinterest with the goal of increasing web traffic, driving brand awareness and boosting sales.
“Promoted Video gave us the freedom to tell our whole brand story, and demonstrate why Purple mattresses are better than anything else out there.”
Telling the brand story with video
Purple chose to work with Pinterest because they knew it was going to be a great place to affordably reach new audiences. People on Pinterest are 44% more likely to buy home décor products – and when they shop, they spend 27% more than people who don’t use Pinterest.1
Purple used a variety of Promoted Video and Promoted Pins to expand brand awareness and tell their brand story. Their Promoted Video featured their 'Comfort Science with Billy' video, which explains the technology behind Purple® Mattresses and demonstrates how they’re better than traditional mattresses at cradling pressure points and supporting the spine. Their Promoted Pins showed images of sleepers as world explorers and messaging on how to have happier, healthier dreams.
To identify the right audience for the ads, Purple used a couple of different targeting strategies. First, they leveraged Pinterest’s Audience Insights tool to see what they could learn about people who had already purchased a mattress from them.
From there, they leveraged this data in order to direct their creative and targeting strategies. This allowed Purple to create more engaging content and reach new audiences.
Purple’s Promoted Videos represented a large percentage of their total spend and performed well right out of the gate. As Purple scales up their efforts on Pinterest, their campaigns are gaining efficiency. In the first four months of this year, they’ve seen an overall 34% drop in cost per click, as more people discover and save their Pins.
Purple credits their expanding website traffic to their broader audience targeting. More importantly, this translates to more sales and more people sleeping and feeling better.
“The overlapping targeting options helped us ensure that we would reach the right people – those who know they’re looking for a mattress, as well as those we might convince.”
- Work closely with Pinterest to gather valuable insights. This will help inform your targeting strategy.
- Use your unique brand identity to tell a full story and connect with your audience.
- Test a variety of creative images (i.e. lifestyle, product, promotions) targeted to relevant audiences for your business.
1 Oracle Data Cloud DLX ROI, 'Pinterest Retail Audience Profile Report', May 2017