The Belgian beer associated its brew with good food, good friends and good times in a five-month campaign that boosted offline sales, increased repeat purchase and delivered a 1.2X return on ad spend.
Encouraging summertime sales
The world’s leading Belgian beer, Stella Artois is served in 95 countries. With a brewing heritage dating back 600 years, the premium import brand is today part of the Anheuser-Busch family, which is headquartered in Leuven, Belgium (the birthplace of Stella Artois) and St. Louis, Missouri.
To boost summertime sales to existing and new customers, Stella Artois wanted to encourage people to organise warm-weather get-togethers with friends – and knew that Pinterest is a great place to connect with party planners.1 The same campaign also aimed to share tips on how best to enjoy the famous brew.
Pinterest is the perfect place to connect online engagement with offline sales. In 2017, Pinners searched and saved four billion food and drink ideas.2 What’s more, of the 89% of US shoppers purchasing food and beverages at physical retail stores3, a whopping 40% use Pinterest in-store while shopping.4
While on Pinterest, people are aware of advertising: 72% find food and beverage Pins from brands useful,5 and 61% say Pins from brands influenced them to make a food or beverage purchase.6 When asked which channels are most influential when it comes to purchasing food and beverages, 54% of Pinners cite Pinterest as one of the most influential.7
“We chose Pinterest for this campaign because of how influential the platform is when it comes to food and beverage purchases. It was incredibly exciting to see our content not only move the needle with consumers online, but offline as well.”
Giving Pinners a reason to celebrate
Looking to reach people in party-planning mode, Stella Artois ran a series of Promoted Pins in a campaign that started in May and ran through September 2017. Throughout the campaign, the brand aligned its Pins with upcoming holidays, suggesting that Pinners celebrate Memorial Day, Father’s Day, Independence Day and Labour Day with Stella Artois.
In between holidays, more Promoted Pins made the most of the season by associating the Belgian brew with 'home-cooked dinner', a 'gourmet pizza party' and 'sips and snacks', as well as many other food-pairing ideas, in an effort to reach people planning graduations, barbecues, family reunions and other summertime gatherings. The Pins showed people toasting with Stella at celebratory outdoor parties, mouthwatering photos of food to eat with Stella, chilling tips and more.
Lifting offline sales
Stella Artois successfully lifted its offline sales, measuring a 1.2X return on ad spend based on sales data gathered from an Oracle ROI study.8
Consumers exposed to the Pinterest campaign purchased the beer more often, spending 3.05% more per household than those not exposed9, and repeat-purchased the brand at a higher rate during the campaign.
1Millward Brown research commissioned by Pinterest, 2017
2Pinterest internal data, 2017
3Gfk, Dec 2017. Pinterest in the Path to Purchase among its Weekly Users. Commissioned by Pinterest
4Gfk, Dec 2017. Pinterest in the Path to Purchase among its Weekly Users. Commissioned by Pinterest
5Gfk, Dec 2017. Pinterest in the Path to Purchase among its Weekly Users. Commissioned by Pinterest
6Gfk, Dec 2017. Pinterest in the Path to Purchase among its Weekly Users. Commissioned by Pinterest
7Gfk, Dec 2017. Pinterest in the Path to Purchase among its Weekly Users. Commissioned by Pinterest
8Oracle DLX ROI study for the Stella Artois campaign, Summer 2017
9Oracle DLX ROI study for the Stella Artois campaign, Summer 2017