Santander
Santander brings it home with clever targeting
Santander were keen to raise awareness of their mortgages and tools designed to help first home buyers get onto the property ladder. They turned to Pinterest, using keyword and interest targeting to reach potential home buyers and renovators searching for inspiration, seeing impressive growth in Pin and campaign awareness.
Spanish multinational Santander, one of the largest banks in Europe, provides financial services to clients across the globe.
They were looking to help first time buyers in the UK get on the property ladder by raising awareness and encouraging take-up of their 5% deposit mortgages, cashback incentives and home deposit calculator. With Pinterest being a hub for those seeking home inspiration, such as home buyers, decorators and renovators, it was an ideal place for their awareness campaign.
5.6ppts
lift in overall Pin awareness1
3.3ppts
lift in campaign awareness at MRC view1
First-line access to first time buyers
Through careful targeting, Santander was able to ensure their ads were shown to the most relevant Pinners. They used interest and keyword targeting to reach Pinterest users in the new home mindset and those actively searching for home inspiration.
Since home buying is an emotional and stressful time, Santander’s video and static ads focused on practical tools and financial help designed to reassure, including their home deposit calculator, a range of 5% deposit mortgages and a £1,000 cashback incentive.
Providing a step onto the property ladder
Interest and keyword targeting allowed Santander to access an audience actively searching for home inspiration on Pinterest.
This drove awareness of their first home buyer mortgages and other relevant tools, with the campaign resulting in an impressive 5.6 percentage point lift in overall Pin awareness.1 What’s more, their video ads prompted an excellent reaction right from the start, with a 3.3 percentage point lift in campaign awareness from the first two seconds.1
Furthermore, the campaign saw an increase in awareness among Pinners in the 18-24 and 50+ age groups, proving that Santander’s tools for first-time buyers were just as impactful on Gen Xers as they were on Zoomers.1
“
So much of this campaign’s success is due to targeting. Pinterest is a source full of people with interests in all things home and plenty of home-related content. We were able to use Pinterest’s insights and targeting tools to reach those people. ”
Stephen Howell
Communications Manager, Santander
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
Display branding throughout your advert, with your logo appearing on every frame.
Make sure your ad is actionable.
Include a clear unique selling point.