Seraphine Maternity

Seraphine and Fospha reveal huge value on Pinterest

Advanced measurement uncovers Pinterest's full impact across the customer journey.

Goal

Here's a familiar tale that's about to change: your performance metrics look solid enough, but something's off. That's precisely where luxury maternity brand Seraphine found itself – sitting on a mountain of last-click data that felt, well, rather two-dimensional. Operating across the UK, US and German markets, this premium maternity wear brand saw a disconnect between their Pinterest engagement and the conversion value showing in their last-click reporting.

In an era where customer journeys are more complex than ever, the forward-thinking team suspected their upper-funnel activities and paid social were delivering far more value than traditional site analytics could capture. After all, their sophisticated audience wasn't making snap purchasing decisions about premium maternity wear – they were researching, comparing and carefully considering their choices.

Strategy

Enter Fospha, pioneers of the next wave of full-funnel measurement. Their Measurement Algorithm solution creates a truly channel-inclusive view, removing traditional measurement bias to show how every touchpoint—from first impression to final click—contributes to success. Seraphine set its sights on a partnership, seeing the future of marketing attribution.

The revelation was immediate and striking: Last-click attribution had been showing Seraphine just 3% of their Pinterest-driven conversions. By factoring in both impressions and clicks, Fospha's analysis exposed a massive 97% blind spot in the channel's true impact¹. Pinterest wasn't just contributing to the customer journey—it was driving it.

This insight jump-started a brand new Pinterest strategy for Seraphine. They developed a sophisticated multi-objective campaign approach, leveraging Pinterest ad technology. Pinterest Performance+ automated optimisation across all surfaces, while Shopping CPC increased quality traffic to their product pages. Strategic placement targeting between Search and Homefeed allowed for optimal budget allocation, ensuring every penny worked harder.

“

A big goal for us was to diversify our channel mix to de-risk the business. Fospha’s data really helped us to do this by comparing efficiency across channels to find opportunities to scale channels that were previously underattributed by last-click analytics."

Henry Linney

Performance Marketing Director, Seraphine Maternity

Results

Seraphine's new measurement approach revealed dramatic results. Once they understood Pinterest's true impact through multi-touch attribution, they confidently scaled their investment by 7.5x year-over-year—and their efficiency metrics got even stronger¹.

In the UK market, this translated to 13x channel revenue, 96% higher ROAS, and 50% better CPA¹. The improved measurement showed that Pinterest was delivering far more value than previously thought, enabling Seraphine to optimise and scale their strategy effectively.

97%

conversion value revealed¹

13x

channel revenue¹

96%

higher ROAS¹