Ralph Lauren
Thanks to targeting based on keywords from the Pinterest Trends tool adapted to each season & curated product keyword lists, Ralph Lauren's last-click ROAS on Pinterest has doubled in the past year.
Goal
When users search for inspiration, it’s sometimes difficult for them to describe with words what they’re looking for On the other hand, they are more able to recognise a particular aesthetic they like when they see it. Visual search, through platforms like Pinterest, then becomes essential and complementary.
Ralph Lauren is capitalising on the intentional audience of Pinterest, who come to the platform with a project in mind and are looking for inspiration. Ralph Lauren relies on the platform’s predictive tools like Pinterest Trends and Pinterest Predicts, to help identify and predict the aesthetics that its consumers will look for each season. By showcasing the right products and creative assets, Ralph Lauren has been able to find its audience, at the right time and place, when they are looking for a matching inspiration.
Strategy
Each season, Ralph Lauren uses the Pinterest trends tool to identify the strongest predicted trends relevant to the brand that they can “own”, and couples this with a synergetic keyword strategy. By tailoring the creative strategy to match these rising seasonal trends & keywords, and further amplifying them with the right mid-funnel formats, the brand boosted qualitative traffic and conversions.
Once the trends and keywords were identified and paired with formats particularly suited to the middle of the funnel (6-second videos, carousels, static visuals). The Ralph Lauren Digital Media team then tailored the creative strategy to match these rising seasonal trends and identified product keywords.
“
Thanks to Pinterest's predictive tools, Ralph Lauren has been able to anchor itself in new user habits and emerging trends. Pinterest has thus become one of our primary sources of qualitative new customer acquisition.”
Marta Cowburn
Ralph Lauren, Digital Media Lead
Results
By proposing relevant content to users - based on trends- during their research process, Ralph Lauren succeeded to transform Pinterest users' intent into action and was able to impact its traffic and conversions.
The result? Pinterest has become the number one source of revenue in paid social for Ralph Lauren.1
x2
Last click ROAS compared to the cross-platform average.1
TOP
One of Ralph Lauren’s primary sources of customer acquisition. 1
#1
First source of revenue in paid social.1
Resources
Pinterest Predicts
Pinterest Predicts is the platform's trend forecasting tool, based on the analysis of user behaviors. Unlike retrospective trends, it anticipates what consumers are about to search for—giving brands a strategic head start.
Pinterest Trends
Pinterest Trends helps you identify the most searched-for topics on Pinterest in real time, with data on trends, seasonality, and popularity. It's a valuable tool for adapting your keywords, content, and creative assets to meet current user expectations.