Goal

Sandals are a warm-weather staple. Every year in early spring, people start searching Pinterest for their next pair. Timberland wanted to step into the spotlight of this pre-season shopping momentum with the launch of a new summer sandal collection.

They hoped to reach consumers in the UK, especially Gen Z (ages 18-24), and increase website conversions. When they heard that Pinterest was alpha-testing a new, artificial intelligence (AI)-powered tool designed to improve campaign performance, they jumped in with both feet.

Strategy

Pinterest Performance+ combines the latest AI and automation features to make it easier to launch campaigns that can maximise results, helping advertisers achieve their lower-funnel goals. Performance+ leverages Pinterest data over time to optimally match ads to audiences, saving advertisers the work of manual targeting.

As part of the alpha testing program, Timberland ran two campaigns simultaneously: one with Performance+ and one without. Both campaigns used image ads, video ads and carousels. Visuals included product shots of the sandals, outfit inspiration and lifestyle imagery. While they targeted a broad audience in the UK, Timberland featured Gen Z models in the creative to connect with that demographic.

Results

In the test, Timberland’s Performance+ campaign returned markedly better results than the control—particularly for acquisition. It had a 16% higher clickthrough rate overall and a 34% lower cost per checkout for new and lapsed customers, defined as those who haven’t made a purchase in the previous 60 days¹. 

Most impressive, the Performance+ campaign had a 50% higher acquisition return on ad spend, or aROAS, which compares ad spend to revenue from new and lapsed customers only¹.

Resources

Pinterest Performance+

The automation and AI-powered features of Pinterest Performance+ make it easier to build goal-based campaigns that can maximise ad impressions and help deliver better performance.

Measurement

Determine the right ads measurement solution with Pinterest Academy.