The Poster Club wanted to spread the word—and joy—of their artists’ unique artwork. Using Pinterest Shopping Ads, they drew up a picture-perfect re-targeting strategy, converted inspiration into sales, and improved ROAS.
The Poster Club (TPC) is a Copenhagen-based online emporium brimming with unique, high-quality posters, prints, and artwork from upcoming and established artists. Their inspiration draws from Nordic lifestyle trends across fashion and interior design, combining notes of Copenhagen and Scandinavian culture.
And whilst people come to Pinterest to fulfil their décor needs—how did TPC show up and fill their feeds? Read on to find out more.
On Pinterest, people come to plan, dream, and do, from the daily essentials to the finer details in their homes. They’re creating Pin boards and wishlists, which can help to drive purchase decisions.
TPC and their creative performance agency MIGHTY MONDAY were perfectly positioned to reach Pinterest’s highly engaged audience—gaining maximum exposure for the artwork, driving sales, whilst improving their ROAS.
“With Pinterest Shopping, we were able to successfully use dynamic retargeting to drive bottom-of-funnel transactions.”
Paid Media Specialist and Pinterest Lead at MIGHTY MONDAY
Focusing on a more omnichannel approach across all channels, TPC set out a goal to reconnect with customers who had shown an interest in their brand, whether visiting the website or having items sat in their shopping cart.
Using Pinterest Shopping Ads (single image ads) and personalised Collections Ads (multiple product links featured within one lifestyle image) along with Dynamic Retargeting (reconnecting with users who had previously engaged), TPC were able to reach their target audience across all genders and all ages in the moments of inspiration and discovery, leading to action.
The Pins showcased TPC’s posters, art prints, behind the scenes (e.g. artists making the posters), the artwork featured on walls, and lust-worthy home décor.
When previously-engaged shoppers came to Pinterest to fulfil their décor needs, TPC’s ads were served in their feeds—offering unique artwork ready to purchase—and turned browsers into buyers.
TPC and MIGHTY MONDAY tracked the campaign’s success using the Pinterest Tag and UTM tracking parameters. Overall, the Shopping Ads improved ROAS by 46% compared to all other channels—with a 36% lower CPA.1
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
Show up for your customers
You don’t need big [follower] numbers to drive big results. When TPC started advertising, they were new to the platform. Treat your Pinterest profile as your storefront—and use Shopping Ads to help widen reach and convert inspiration into sales.
Signpost pin-boards for a full-funnel approach
Drawing on examples from TPC, use boards such as 'best interiors inspiration' for the open-minded browser; ‘living room’ for the more intentional room-specific shopper; and 'dopamine colours [to] decorate your home to feel happy' to tap into consumer trends.
Create a sense that your product is a value-add
Why should a user care about your product? How will it enrich their lives? Show them in your Pins. Pinterest is different to other platforms—users can search for products simply by using photos—so make sure your product shows up in those moments of discovery.