fonQ
fonQ measures the full-funnel impacts of investing in brand awareness
fonQ added ambitious upper funnel campaigns to their always-on activities. The outcome? A surge in website traffic and incremental checkouts that transcended expectations.1 Notably, the campaign struck a chord with an often-overlooked demographic in the home decor industry: men.
Home retailer fonQ are no stranger to Pinterest. For years, they’ve run always-on campaigns targeting users across the funnel. fonQ knew people on Pinterest come with intent and wanted to leverage that behaviour to fill their funnel. The idea: bolster their always-on campaigns with a big brand awareness push and measure the impact across the customer journey.
Pinterest is a place where ideas translate into action. People don't just browse; they Pin, plan and ultimately make purchases. This made Pinterest the perfect venue for fonQ's exploratory leap into a high-budget brand awareness campaign.
Traditionally, an awareness campaign's primary aim is to enhance brand visibility, and its success is usually gauged in terms of metrics like reach and impressions over longer periods of time. However, fonQ and Pinterest rewrote this script by proving that an awareness campaign could also drive direct lower-funnel action in the near term.
13%
Uplift in website traffic1
47%
Lift in incremental checkouts2
+5.1pt
increase in action intent from men2
At home with full-funnel results
fonQ used a variety of ad types—from Max width and Video ads to static, carousel, and Idea ads. Each ad type served a specific purpose, engaging users at different stages of their purchasing journey. The creatives integrated elements of aspiration “discover your style” for top-of-the-funnel objectives and calls to action “shop now” for mid-to-lower funnel goals.
The brand also adopted a comprehensive targeting strategy, focusing on interests, keywords and audience lists. The campaign targeted Pinterest users in the Netherlands, aged 25 to 54, across all genders. fonQ invested in a brand and conversion lift study to meaningfully understand the campaign’s impacts on brand lift.
“
The average user on Pinterest has more intent than people on other platforms. Investing in awareness to fill our funnel had huge impacts all the way down to qualified conversions.”
Wouter de Rijk
Head of Marketing, fonQ
The campaign yielded remarkable results, leading to a 13% uplift in qualified traffic to fonQ's website and a 47% lift in incremental check outs.1 People who converted from the Pinterest campaign had a lower average bounce rate than from other sources.1
The brand lift study further solidified these results, revealing a +5.7pt increase in Pin Awareness and a +2.9pt increase in Action Intent.2 The campaigns seemed to resonate even more effectively with males, with a +9.7pts lift in Pin Awareness and +5.1 lift in Action Intent.2
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Test and Learn: Consider grouping test budgets to make a bigger impact with brand-focused campaigns.
Understand and Design for Your Audience: Creatives should be designed with your audience's journey in mind. Tailoring your message to suit the phase of the funnel your audience is in can enhance campaign efficacy.
Experiment with new strategies even if things are going great: Leverage the power of an awareness-focused campaign on Pinterest to drive lower-funnel impact by integrating it with continuous always-on activities.