A combination of video ads and static assets helped raise brand awareness by 2.5%,1 causing Mazola to increase their spend on Pinterest by almost 30% mid-campaign.
When it comes to heart-healthy cooking, old-school options like butter, margarine, and olive oil simply won’t cut the mustard. That’s why Mazola’s cholesterol-free cooking oils and sprays are the gold standard for anyone looking to improve their heart health without compromising on flavour. While Mazola’s primary offering is their cooking oils—including corn oil and canola oil—their product line also features cooking sprays and bouillon. And it’s all in the service of one, simple goal: helping families create delicious meals.
Aiming to heighten brand awareness, engage with foodies/recipe hunters, and boost traffic to their website, Mazola made the decision to advertise on Pinterest. Plus, the brand was aware that they hadn’t taken full advantage of the potential benefits of the platform, which made a Pinterest campaign an “easy win.” Setting their main KPIs at +10 million impressions, 20% average view rate, and £3.40 average CPM (cost per mile), Mazola was off to the races.
Out of the frying pan...
Rather than taking a more singular approach, Mazola decided to use a combination of video ads and static Pins, designed by our Pinterest-first creative production partner, The Online Studio. Initially, the brand launched a primary awareness campaign before shifting to a secondary traffic campaign, which included retargeting visitors to the Mazola website. To support their campaign, Mazola made use of a broad targeting strategy, segmenting large audiences (via keyword and demographic targeting) into smaller groups, like “Foodies,” “Healthy Livers,” and “Family Cooks.” This allowed the brand to test different approaches to see what worked best.
increase in brand awareness1
impressions1
“
We were so pleased with the results that we up-weighted our spend by 30% mid-campaign. It was also great to see that awareness of our brand and products had increased too.”
Claire Graham
Senior Marketing Manager
Cooking up a storm
Mazola’s campaign was a well-oiled machine, enabling them to comfortably outperform their initial benchmarks. In fact, Mazola’s Pinterest campaign performed so well that they ended up allocating an extra £10,000 to the channel (£39,000 to £49,000),1 which represented an uptick of almost 30%. They achieved 22.5 million impressions, 66% peak view rate, 2.71% peak engagement rate, and hit an average CPM of just £2.15.1 Ultimately, the campaign was a success, and Mazola was able to achieve a +2.5% shift in brand awareness.
Tips for your next campaign
Try these Pinterest best practices to get more out of your shopping ads:
1.
To achieve the best results on Pinterest, use a range of different asset types, including video ads and static Pins.
2.
Complement demographic targeting with keyword targeting to help your brand zero in on the right audience.
3.
High-quality creative can help support paid campaigns by providing significant organic benefits through increased impressions and earned engagements.