The Ziploc team wanted its brand to stand out in a category full of competitive brands and private labels. Joining Pinterest in late 2013 gave the brand a platform to share unique tips and tricks with its audience, helping people get more organised, efficient and creative around the home. And it didn’t hurt that Ziploc products are so often used in cooking, crafting and organisation - all topics popular on Pinterest.
“Pinterest fits into our communication plan as the channel that lets us play a role in the aspirations of our consumer” said Adam Beane, Ziploc’s Brand Manager.
Ziploc started testing Promoted Pins as an early beta partner in May 2014 and saw success straight away. The creative team try and make each Pin unique, surprising and delighting people along the way, and testing creative strategies to figure out what works. Their most successful Pins tend to have a few things in common: self-contained creative (no clickthrough required), surprising product usage and seasonal relevance.
Ziploc Pins see 2.3x the average save rate of all Promoted Pins and 1.4x the average engagement rate. “We’ve seen an increase in save rates and clickthrough rates every quarter since we began advertising” Beane said. “Even as other advertisers improve their metrics, we’ve fought to stay ahead of the curve”.
“Pinterest fits into our communication plan as the channel that lets us play a role in the aspirations of our consumer.”
Taking learning from the platform, Ziploc optimised their website for Pinterest. A recent redesign made the site more image-based, which means more content to save to Pinterest. Each image and overall page is now Pinnable.
Pinterest is now a major source of traffic to the brand website, but the brand also believes their Pinterest presence is strong enough to work independently.
“Pinterest is the least product-focused of all our marketing channels” Beane said. “We use Pinterest to share our expertise with our consumer and provide her with everyday tips and tricks to make her more successful at home and on-the-go. Product integration is used only when it’s a natural fit, and the product is never the central component.”
“We’ve been very pleased with our results, and the partnership and support from the Pinterest team. We’ve learned a lot, but we know there is still upside to capture” he said.