As part of John Lewis & Partners’ mission to become the UK’s most loved and trusted retail brand, the employee-owned retailer used Video Pins to connect with new families, lifting brand awareness by 20%1 and driving intent to purchase by 33%.1
Connecting with new parents.
John Lewis & Partners began trading in 1864. Today, it’s part of the largest employee-owned business in the UK. They are known for their responsibly sourced, high-quality homeware, furniture, fashion, and nursery products, as well as their popular annual Christmas adverts.
After noticing that new parents are often confronted with an overwhelming amount of information, much of it contradictory, John Lewis & Partners wanted to cut through the noise and provide support at just the right moment in time. The team had two main objectives: to raise brand awareness of their baby and child range and to increase purchase intent.
“Pinterest allowed us to execute our audience first strategy perfectly by allowing us to provide helpful content and support to future parents at the right moment in their lives.”
Pinterest was the perfect choice for John Lewis & Partners to launch their campaign creative, allowing the retailer to showcase their products to the right audience at the right time. The platform gave John Lewis & Partners access to a receptive audience that was open to new ideas and brands and specifically delivered on the demographic that they wanted to connect with.
John Lewis & Partners decided to focus their campaign around Video Pins. Using interest and keyword targeting to hone in on their target audience, they launched a hero video asset demonstrating some of the ways that baby products from John Lewis & Partners can make a nursery come to life.
Video viewers were then retargeted with Promoted Pins and organic Pins which included useful information for future parents, featuring specific products or highlighting themes like “hospital essentials” or “nursery design ideas”. This strategy enabled the team to increase brand awareness and reach Pinners who were specifically engaging with content about becoming a parent.
“John Lewis & Partners have always seen Pinterest as a key platform for increasing brand awareness and purchase intent. It was no surprise at all to have this supported by such amazing brand uplift study results.”
Increasing purchase intent by one-third
Connecting with new families through Video Pins proved to be a successful strategy for John Lewis & Partners. According to a Millward Brown Brand Uplift Study, the retailer’s Pinterest campaign lead to a meaningful uplift in brand awareness of 20%, as well as a 33% increase in purchase intent. All in all, Pinterest has been an effective channel for John Lewis & Partners, enabling them to expand their reach and show Pinners that they mean business when it comes to baby and child products.
1Kantar Millward Brown - Brand Uplift Study.