The door hardware manufacturer used Pinterest to market directly to homeowners, a shift from their traditional model of selling to dealers. Their campaign lifted website impressions by 1200x in just five months.
Lifting referral traffic
Knobs, levers, rosettes and finishes: Emtek has been creating door hardware since 1981. They see their products not only as the means to open, close and secure spaces, but also as an extension of their customers’ personal styles. Allowing people to mix and match according to their own tastes, Emtek assembles each order in their Southern California facility.
After years of selling through dealers, Emtek saw the opportunity to shift their marketing focus. More and more, homeowners are acting as their own designers and doing their own research on places like Pinterest.
Upon noticing this trend, Emtek wanted to capitalize on it by boosting their brand awareness among homeowners themselves, encouraging more customers to visit their website and buy their door hardware direct.
“Our activity on Pinterest has boosted our overall online performance, not just our Pinterest performance. It has provided a huge amount of net new traffic to us, which is especially exciting considering we are reaching a whole new audience of homeowners.”
Showcasing hardware with Promoted Pins
For years, Pinterest has consistently driven a lot of organic traffic to the Emtek website. So, the team knew Pinterest would be a great place to boost brand awareness, and try their new marketing strategy, home decor shoppers are very active on Pinterest. Over half of people on Pinterest are more likely to buy furniture products (54%), 44% more likely to buy bath products and 43% say they’re more likely to buy kitchen products.1
First, Emtek created some new Pins for the products they wanted to promote. Those new Pins drove a huge increase in clickthrough rates—so the team decided to invest in Pinterest Ads.
The Emtek team worked with Pinterest to figure out the best strategy. They shared their best-performing creative from other social media platforms, as well as images of their best-selling products, and assembled four keyword targeting combinations to test.
Emtek launched their first Pinterest Promoted Pin campaign in May 2018. They targeted female homeowners aged 30-69. Pinterest is a top place to reach these women: It reaches 8 in 10 US moms, and more woman than Twitter or Snapchat.2
Emtek’s Pins reflect the company’s dedication to quality and style. Pins showcase door hardware installed in home environments as well as products arranged in catalog-type shots to show their product variety, and how different pieces could go together.
To this day, Emtek regularly promotes their Pins with different levels of expanded targeting to find what works best. They also pair the top-performing creative with retargeting strategies—reconnecting with people who have previously engaged with their Pins—for even better results.
5.3x more clicks from Pinterest
In the first few weeks of Emtek’s campaign, overall site traffic skyrocketed from a couple thousand impressions per month to 500,000. In the first five months, site impressions increased a whopping 1200x compared to the same period the year before. Likewise, clicks from Pinterest to Emtek.com grew nearly 2x in the first month, and just kept growing after that.
- Be bold with your creative. On Pinterest, people love eye-catching images and striking, beautiful creative.
- Apply Pinterest creative best practices to make sure your Pins are in great shape.
- Dive into your targeting. Tailor your strategy using insights from Pinterest Analytics and tools like Audience insights.
1Oracle Data Cloud DLX ROI, "Pinterest Retail Audience Profile Report", May 2017
2comScore, US, Jun 2018