RackBuddy
RackBuddy expands to new markets and sees conversion success
RackBuddy partnered with Pinterest to expand their brand to new European markets. The results? They efficiently reached a new customer base and effectively drove traffic to their website — measuring a 3x increase in traffic to their French website.1
Danish home retailer RackBuddy doesn't offer standard closet organisers. Their goal is to stretch the standards of storage solutions. After successful Pinterest campaigns in Denmark, RackBuddy set their sights to other European markets.
Pinterest was the natural choice as the platform to test geo expansion because RackBuddy could find an audience with purchasing power and life situations that matched their products. They kicked things off using Pinterest organically to garner signal, and then worked with their agency Stwentyfive to launch multi-objective campaigns in France and Germany.
82% lower
CPC, compared to other platforms1
53% lower
CPM, compared to other platforms1
Stretch your space–and your results—with localised expansion
Data from RackBuddy’s organic Pins helped identify Germany and France as good targets for their initial expansion. Their goal was simple: increase traffic to their website. But when entering a new market, even a simple goal should be approached thoughtfully.
In collaboration with their agency Stwentyfive, RackBuddy first created Pinterest accounts localised to their new target markets. By utilising the local language and creating separate Pinterest accounts for each market, RackBuddy could more deeply connect with the people in these new regions.
The brand launched multi-objective campaigns targeting traffic and conversion; Pinterest data shows campaigns targeting more than one objective see an average 2.4x sales lift compared to campaigns with a single objective. The tactic was to find a new audience in the top funnel and lead them into the website. The conversion campaign was to retarget and create sales.
With keyword targeting and localised ad content, RackBuddy successfully drove traffic in two new markets. In France, they measured an almost 3x increase in site visits from their Pinterest campaign.1
“
By taking the step into a local language strategy for Pinterest and starting to advertise, we have seen Pinterest becoming a key traffic driver for our German and French shops.”
Christian Grønbech
CMO, RackBuddy
Initially, RackBuddy saw stellar results in Germany achieving an -82% lower CPC and a 53% lower CPM on Pinterest compared to other advertising platforms.1 On their expansion into the French market, the number of visits to their website site tripled while measuring CPMs 78% lower than other platforms.1
With these successful expansion into new markets, RackBuddy is gearing up for a global future with Pinterest.
“
Localization is a crucial factor in succeeding in new markets, and Rackbuddy’s success on Pinterest is a clear example of this. Through our collaboration, we fully localized Rackbuddy’s Pinterest accounts and content, which paid off by allowing us to introduce the brand to French and German Pinners and seeing a significant uplift in traffic and engagement.”
Katrine Fyrsterling
Digital Marketing Specialist, Stwentyfive
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Combine an always-on strategy with moments to reach users who are likely to take action.
Target interests and industry-specific keywords to reach your audience.
Align your creative to current Pinterest Trends to help send more traffic to your site.