Macmillan Cancer Support
Knowing Pinterest is a more positive place on the internet, Macmillan Cancer Support launched a multi-objective campaign to drive traffic and sign ups to their Online Community: an online cancer forum with 65,000 members who understand what it's like to have cancer.
When a loved one receives a cancer diagnosis, it can be hard to know who to turn to. That’s why Macmillan Cancer Support created the Online Community to help connect people experiencing similar circumstances. Macmillan works to reach more people in need of support and partners with to Pinterest to drive traffic and sign ups to the Online Community.
For their most recent Pinterest campaign, they tested a multi-objective approach. Due to the emotionally charged topic, a multi-objective approach would continually reach Pinners at each stage of their journey and allow for a longer conversion window.
-14%
Lower cost per acquisition than target goal1
-58%
Lower cost per click versus goal1
Pinterest is the positive corner of the internet. Emotional wellbeing is at the centre of Pinterest’s promise to advertisers and audiences. And Macmillan knew this environment could reach the right people and drive impact across their funnel.
Pinterest’s latest research shows that positive online experiences have declined over the course of several years2. Yet, people are hungry for positivity: 7 in 10 adults surveyed agree that people could benefit from a website dedicated to positive content2. Research participants tell us that Pinterest is that positive place for them4. This was an important factor to Macmillan Cancer Support, who wanted to catch Pinners in the moments where they would be open to help and guidance.
“
Non-for-profit advertising is all about doing more with less, so there is good reason to want to focus the budget solely on conversion-driving activity. However, by tackling multiple parts of the funnel we were able to prime our audience to convert by reaching them in the right headspace to connect with our message, and ultimately drove down our overall CPA.”
Ishie Henderson
Paid Social Account Manager, Zenith UK
Multi-objective helped emotional resonance
Due to the emotional nature of the message, it was important to serve ads with a high frequency. This helped Pinners connect with the message by reaching them at different times, driving a steady conversion rate across the duration of the campaign. The result? A CPA 14% below their goal. And a CPC 58% below target. This multi-objective campaign helped to connect with people in important moments of discovery and gave them time to take action.
“
Getting answers to difficult questions around cancer diagnosis can be hard. Pinterest’s positive environment has helped us reach people with the right mindset to engage in those conversations - and, maybe reach people who don’t even know they needed support.”
Isabel Teckkam
Marketing Manager, Macmillan Cancer Support
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Think positive. Pinners feel positive after spending time on Pinterest. This helps keep Pinners’ mindset open, which in turn drives engagement. Think about how your creative fits into this environment to drive emotional resonance - and, crucially, action.
Ensure you align to creative best practice. Creative is the biggest lever for success on Pinterest. Creative that strikes emotion within the feed is a surefire way to drive engagement and stand out from the crowd.
Consider a multi-objective approach. Given the nature of this initiative, it was key to allow more time for people to convert. Build in more time to accommodate for higher consideration converters.