Timberland
Timberland saw a lot more conversions for a much lower cost per checkout with Pinterest Performance+
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.
34%
lower cost per checkout amongst new and lapsed customers with Performance+ compared to test campaign1
16%
higher clickthrough rate compared to test campaign1
50%
higher acquisition aROAS compared to test campaign1
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.
“
We are always looking for opportunities to improve, so wanted to be the first to test Performance+. The new solution improved all of our main KPIs. We were extremely pleased with the results and look forward to testing further in beta and beyond.”
Guiseppe Valenti
Media Director, Timberland EMEA
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.