Sanpellegrino
Sanpellegrino Italian Sparkling Drinks bubble up an incremental online sales lift
Sanpellegrino drove a 27% lift in online sales by combining delicious ads with direct links to one of England’s largest retailers1
Goal
The start of summer is a critical time for Sanpellegrino, iconic purveyor of sparkling drinks. They wanted to capture the attention of thirsty consumers early on into summer, and transform them into fans of their single cans — with overall brand sales to go along with it.
Pinterest was a natural choice for Sanpellegrino, aligning perfectly with the brand's target audience. People on Pinterest are known for their love of food and drink and have an eagerness to explore new trends2.
Plus, because Pinterest is a visual inspiration platform, it was the perfect place to showcase the deliciously cold and colourful drinks amidst the trending summer aesthetics.
Strategy
Sanpellegrino dove into the summer season with a campaign that kicked off in June. They cast a wide net, using interest targeting to reach those with an appetite for food and drinks, health enthusiasts and sports lovers, along with skewed and broad keywords targeting. The multi-format campaign featured a mix of static and video ads, each highlighting the flavours of the Sanpellegrino range.
The secret ingredient to real time sales impact? Adding direct links to the online shopping site of a British multinational groceries and general merchandise retailer. This allowed users to immediately move from inspiration to purchase, turning their Pinterest cravings into a Sanpellegrino “add to cart” moment. With Pinterest creative support, the brand fine-tuned its creative, ensuring every ad was as enticing as the drinks themselves — and in line with the platform's best practices.
“
Pinterest was the perfect fit for us. It’s so visual, which allowed us to showcase the refreshing creative for our delicious and authentic Sanpellegrino range. We were delighted to see the campaign resonate and drive online sales — and to elevate the perception of the Sanpellegrino brand as a whole.”
Gemma Barton
International Brands Lead, Nestle Waters UK
Results
The campaign fizzed up a 15% increase in brand-level online sales, a refreshing result that exceeded expectations1. And online sales for the Sanpellegrino line saw a 27% lift1.
Interestingly, static ads emerged as the stars of the show, helping to drive the most conversions. The campaign revealed that a weekly ad was the sweet spot for keeping Sanpellegrino top-of-mind without overwhelming people1.
Even in-store sales felt the ripple effect, enjoying a significant boost during the campaign's first month when it aligned with other promotions1.
+27%
lift in Sanpellegrino online sales1
72%
decrease in cost per outbound click1
+2.5x
outbound clicks1
Explore related resources
Creative best practices
Sanpellegrino's successful campaign hinged on compelling visuals and clear calls to action. Learn about what makes some Pins stand out.
Direct links for shopping
The use of direct links to a partner retailer streamlined the path to purchase. Read about how direct links boost your campaign.