Pernod Ricard
Pernod Ricard’s Marketing Mix Modeling (MMM) proves Pinterest drives sales.
Goal
Different occasions call for different drinks: easy-to-drink cocktails for the big game, refreshing, crowd pleasing mixes for summer parties and warming cocktails for the holidays. Since people use Pinterest year round, Pernod Ricard realized it would be an ideal place to promote their diverse portfolio of spirits.
Heading into planning, the team wanted to find a platform that could support different initiatives over time, for brands like Jameson, Malibu and more. They especially wanted to find new brand buyers, seeking a strategy that would continually bring in new audiences with a maximized ROI.
Strategy
Pernod Ricard partnered with Pinterest to ensure campaigns followed best practices. They developed creative specifically for Pinterest, with assets targeted to every phase of the purchase journey. They applied insights from previous campaigns to optimize their format mix too, blending options like image, video and carousels.
Targeting combined both on-platform and audience targeting to find the ideal mix of reach, frequency and topics.
It can be tougher for CPG advertisers to measure lower funnel metrics if they’re selling through third parties and not their own site. The team made sure to build a robust measurement strategy with deep insights into impact. A combo of in-house Marketing Mix Modeling (MMM), brand and sales lift studies helped them gauge performance and see which tactics performed best. Then, they used those insights to refine, iterate and continuously improve performance over time.
"Pinterest is a key partner that enables us to capture consumer intent across a wide range of needs and occasions. Through strong partnership and rich insights, we have continued to improve our performance on the platform to drive stronger returns for the business."
Jenny Hermanson
Sr. Director Omnimedia, Pernod Ricard
Results
Pernod Ricard’s targeted approach to campaign strategy and measurement really paid off. Thanks to their MMM analysis, they showed that Pinterest delivered the strongest year-over-year improvements across social channels.
Their approach to creative, targeting and campaign timing contributed to substantial performance improvements, including a 21% YoY increase in campaign effectiveness at the portfolio level.1 They also saw a 35% increase in ROI across campaigns for their portfolio.1
35%
increase in ROI at the portfolio level1
21%
YoY increase in effectiveness at the portfolio level1
Resources
Marketing mix modeling
To break down where your sales are coming from, try marketing mix modeling (MMM) reports. You can create them in Ad Manager’s Custom Reports tool to use with your own conversion data and MMM models.
Pinterest Business Partners
Make sure your measurement reflects your goals. You can work with an approved Pinterest Business Partner to design custom offline sales studies, including solutions to see incremental lift.