Wickes
Pinterest CPC Shopping helped the UK home improvement retailer achieve 520% more clicks while reducing costs by 77%.
Goal
Wickes customers are home improvement enthusiasts with a vision. Across the UK, DIY devotees turn to Wickes for everything from paint and tiles to complete kitchen installations.
As the UK home improvement sector is ever evolving, Wickes was ambitious about expanding their market presence and connecting with more renovation-minded shoppers. They looked for innovative ways to drive quality traffic to their website while supporting lower funnel initiatives. Pinterest, with its reputation as the go-to platform for home renovation inspiration, was the perfect place to reach people at the critical planning stage.
Strategy
Wickes and media partner Dentsu structured their strategy around the two key pillars of the Wickes business: retail products and professional design and installation services.
For their lower funnel product-focused campaigns, Wickes set up three different catalogue approaches—new customers, past visitors, and special offers. The brand closely adhered to Pinterest’s design guidelines and best practices; their ads showcased the Wickes brand identity at the top, with popular products displayed below. To bring more visitors to their website, they ran two types of traffic driving campaigns: one targeted specific interests like "paint" or "garden," while their CPC Shopping campaign cast a wider net.
While their targeted campaigns performed well with custom creative for categories like paint, tiles, and outdoor spaces, it was actually their broader CPC Shopping campaign that delivered the strongest results. By using their full product catalogue and letting Pinterest's algorithm learn from user clicks, they reached an entirely new audience of home improvers.
The team also found that Pinterest Performance+ streamlined campaign set up and management, and allowed a heavier focus on the creative aspects, rather than getting swamped in the technical details.
"
CPC Shopping has taken our Pinterest campaigns to the next level. We've seen higher average order values and subsequently increased ROAS. CPC has helped us unlock and reach new audiences that had been previously unobtainable. It's helped us realise there's untapped potential for engaging new customers across our retail business."
Ben Lennon
Senior Social Media Manager, Wickes
Results
Wickes' Pinterest strategy uncovered new audiences and traffic sources through their CPC Shopping campaign. By leveraging their retail feed with a multi-objective approach, they tapped into Pinterest's unique position as a planning and inspiration platform. The quality of traffic was particularly notable—these weren't just casual browsers, but motivated shoppers who were also booking kitchen consultations, demonstrating higher lifetime value potential.
520%
Greater outbound clicks driven by CPC Shopping, relative to the Consideration campaign1
-77%
CPC Shopping saw a reduction on CPC compared to the Consideration campaign1
10.9x
CPC Shopping results in strong ROAS, driving sales of retail products1
Success story: Wickes Shopping Quote 2
"
Our CPC shopping journey on Pinterest has allowed us to significantly increase traffic to Wickes site, through mid-funnel activity – at the same time driving an increase in ROAS compared to their standard Consideration activity. This is a positive step in the right direction for us & Wickes and is something to build on for future activity with Pinterest."
Jack Sams
Social Account Director, Dentsu
Explore Related Resources
Pinterest Shopping
Shopping campaigns helped Wickes reach people who were actively planning home improvement projects with their full product catalogue. Learn how to implement shopping on Pinterest and create your own successful campaigns.
Pinterest Performance+
Pinterest Performance+ simplifies campaign setup and optimisation, making it easier to reach the right audiences. Discover how PInterest Performance+ can help streamline your Pinterest advertising.