Pinterest households were 29% more likely to try a new product within the first 10 months of launch than non-Pinner households, according to the research, which included more than 40 CPG product launches.3 When looking at just the first 30 days after launch, the Pinner “trial rate” was 40% higher than that of non-Pinners, the study of 9 million consumers found.4
“Our research shows that people on Pinterest are more likely to try new CPG products,” said Megan Margraff, Senior Director, Client Analytics, Oracle Data Cloud. “This study adds to the evidence that Pinterest is a platform of exploration and inspiration, and it attracts people eager for new experiences.”
CPG brands across all categories are finding success when they launch new products on Pinterest. Within the alcohol category, MillerCoors launched Cape Line Sparkling Cocktails in April 2019 with a campaign on Pinterest designed to increase awareness and trial during the key spring and summer seasons. The brand used a variety of Pinterest ad formats including Promoted Video ads and Carousel. They partnered with ODC to target early buyers of alcoholic beverage products.
The campaign boosted both awareness and message association, particularly among males, for which there was a 3% increase in brand favorability.5 Within a few months of launch, Cape Line made it into the top 10 growth brands measured by Nielsen.6
“The alcoholic beverage market is incredibly crowded and it was important to break through the category right at launch. Pinterest helped us differentiate Cape Line and inspire trial. We’re thrilled by the response.”
PepsiCo wanted to increase awareness and trial of its new Quaker® Kids Organic line of soft-baked bars and bites. Their early 2019 launch campaign included Promoted Videos and static Pins targeted to consumers looking for lunchbox inspiration. They increased aided product awareness by 2.7%.7And, people on Pinterest who were exposed to the ads were 1.4% more likely to agree that the product was a “healthy snack for kids.”8
“As we launched our new Quaker Kids Organic line, Pinterest was a key part of our marketing strategy to drive top-of-mind awareness for our consumers. The campaign on Pinterest yielded strong results, helping us to reach our target audience and to position Quaker Kids Organic Bars and Bites as a delicious and wholesome addition to kids’ lunchboxes.”
CALIFORNIA PIZZA KITCHEN® Frozen Pizza is sold under license by Nestlé USA. When launching their brand-new Cauliflower Crispy Thin Crust Pizza, CALIFORNIA PIZZA KITCHEN® Frozen Pizza turned to Pinterest to drive awareness during the busy summer and fall season. Using standard and Promoted Video ads, early campaign results have been promising.
“Pinterest is the perfect home to launch our Cauliflower Crispy Thin Crust Pizza, as it is a place where people come with an open mind and appetite for the latest trends. Pinterest provides an ideal opportunity to reach these consumers as they plan for ways to make their meals more exciting and nutritious. We’re pleased by the campaign’s performance so far.”
As the competition for consumers’ attention increases, CPG brands of all sizes will look to find ways to reach people interested in new products. Consider making Pinterest part of your launch plans to get in front of consumers who are more likely to try new products early after they’re released.
Here are three must-do’s for a successful CPG launch campaign on Pinterest:
- Build a strategy that takes consumers from awareness to purchase: Take advantage of key Pinterest ad formats including Promoted Video for awareness and Promoted Carousel for consideration. Then make it seamless for people to buy by providing links to digital coupons or the ability to “quick add” your product to grocers’ digital shopping carts.
- “Heavy up” on media at the beginning of the campaign: We know from the ODC research that Pinners are more likely to purchase new products early in their lifecycle. Make sure your media plan is set up to encourage that first time purchase as well as the next.
- Continue to engage with your consumers beyond launch: Encouraging people to try your new product is key, but repeat purchases can help ensure long-term product viability. Use Audience Targeting to retarget consumers who’ve engaged with—and purchased from—your brand to turn a new product to a must-have.
—Arthur Sevilla, currently saving to Fashion: What time is it?
1Forbes | Are We Measuring Today's CPG Brand Success With Yesterday's Yardstick? | August 2017
2Attitude & Usage Study | 2018 Online survey N = 3,006 Floating base by platform base “In general, how open are you to information about new products / brands on the following social / digital platforms?”
3CPG New Product Purchaser Analysis | Oracle Data Cloud | September 2018 Households analyzed = 8.9M static panel | N = 44 new product launches within 7 CPG categories
4CPG New Product Purchaser Analysis | Oracle Data Cloud | September 2018 Households analyzed = 8.9M static panel | N = 44 new product launches within 7 CPG categories
5Kantar, Milward Brown brand lift study, July 2019
6Nielsen Top 10 Growth Brands list, June 2019
7Millward Brown, Brand Lift Insights® Research, June 2019
8Millward Brown, Brand Lift Insights® Research, June 2019