Scotch™ Brand’s Idea ads inspired parents to take a hands-on approach to back-to-school shopping—and saw 64% lower cost per impressions than their benchmark goals.1
Back-to-school season can be stressful. But with a little bit of tape and a can-do attitude, you can piece together a solid plan.
That’s what Scotch™ Brand set out to prove with their new Pinterest campaign. In a series of Idea ads, they showed how to craft supplies such as pencil holders, teacher’s gifts and more. So, instead of buying new school supplies—why not make them?
64% lower cost per impression than the Scotch™ Brand’s campaign goal1
4X higher click-through rates than the Scotch™ Brand’s average consumer benchmarks1
Creating a campaign that sticks
First, Scotch™ Brand turned to Pinterest Trends to find popular search terms that could inform their creative strategy. They found that terms such as ‘preschool crafts’ and ‘back-to-school crafts’ were commonly searched phrases, so they used those insights to fuel their campaign creative.
From there, Scotch™ Brand created a series of how-to videos on child-friendly, back-to-school crafts centred on the top searches. All of the videos used Scotch™ Brand Tape to make the supplies, showing just how versatile and helpful the product can be. Scotch™ Brand chose to use the new Idea ads format to take advantage of multi-page, engaging content. Each ad opens with a video on how to make the craft, followed by static slides with additional instructions and product tips. This ensured that viewers were getting a clear, step-by-step tutorial on how to make each craft. The video element also added sound and motion to the ads, making them extra engaging.
Collaborating with a crafty creator
Idea ads can be made in paid partnership with an existing Pinterest creator. The Scotch™ Brand took advantage of this add-on and worked with a creator to make their videos even more engaging and authentic.
Pulling again from Pinterest Trends insights, Scotch™ Brand decided to work with Kailo Chic—a creator already popular for her child-friendly crafts. Kailo featured in their videos, helping the Scotch™ Brand to reach her audience and helping Kailo to reach theirs.
‘Working with a Pinterest creator helped us reach our audience organically. And then Pinterest Trends helped us unlock emerging insights that we used to make sure our content was actually providing something they wanted—back-to-school crafts.’
Nathan Trimbach,
Global Social Media Lead, Scotch™ Brand
Sealed with success
The campaign outperformed Scotch™ Brand’s consumer campaign benchmarks.The cost per impression for the ads was 64% lower than Scotch™ Brand’s awareness goal for this campaign.1The click-through rate also exceeded expectations, at 4 times higher than Scotch™ Brand’s average consumer benchmarks.1
Tips for your next campaign
01
Tell an immersive story with Idea ads. This format is made to inspire, and includes all the information needed to turn their vision into a reality.
02
Use the Pinterest trends tool to figure out what terms and ideas are trending. This helps you to make content that’s really tuned into your audience needs.
03
Make sure that the format you choose works well for your specific creative assets. For example, video Pins are good for instructional, how-to content.