Retailers see strong sales lifts from new customers on Pinterest

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The results prove that advertising on Pinterest:
  • Leads to a high return on ad spend and sales lift: These incremental sales can generate returns in excess of $100 on every 1000 impressions served for the retailer.
  • Corresponds with a strong intent to buy: People who engage with Promoted Pins spend 7x more than people who don't engage, proving that engagement with a retailer’s Promoted Pins is a powerful signal of commercial intent.
  • Generates substantial earned media: When someone saves a Promoted Pin, other people see that Pin in their feeds, which drives additional sales, especially among new buyers. Among the campaigns we looked at, 9% of impressions were earned, resulting in 18% of incremental sales.

Banana Republic, who participated in the study, says their Promoted Pins helped illustrate the different ways customers and influencers like to wear the brand’s products. “Our customers love Pinterest for style inspiration and insight into the next key fashion trends,” said Aimee Lapic, CMO of Banana Republic. “Promoted Pins have been a successful way for our brand to showcase the versatility of our products and reach new audiences in an effective and relevant way.”

Results like these prove that retailers can use Pinterest advertising to connect with shoppers ready to buy their products. As these retailers plan their upcoming holiday marketing programs, securing new customers with Promoted Pin campaigns will help them grow their market share in the most important quarter of the year.

—Angela Reynar, currently saving ideas to Summer Dinners