The weighted blanket brand ran a Pinterest campaign to boost awareness ahead of the holiday shopping season, achieving a 2x increase in sales and a 58% lower cost per acquisition.
Increasing customers while keeping costs low
Gravity Blankets are weighted blankets designed to help with sleep, stress and anxiety. They’re made by health technology company Gravity Products LLC, which is dedicated to improving physical and mental well-being using natural solutions backed by science. Research indicates the blankets can help people fall asleep faster and more deeply—and without a prescription, therapeutic training or changes in their routine.
Gravity was looking to expand their digital advertising leading up to 2018 holiday shopping. Shifting from their earlier focus on maximizing website traffic, they worked with the digital performance agency, Agency Within, to kick off a new campaign that would help scale customer acquisition efforts and drive sales for the lowest cost. They also wanted to build brand awareness, while communicating their commitment to mental health.
“Conversion optimization really allowed us to structure the campaign in a way that was aligned closely with our ultimate goals. We tried out a few different kinds of creative, targeted different keywords and interests, and learned what worked best before we jumped in with both feet. We’re amazed at the results we’ve seen in just a few months.”
Scaling up step by step
Gravity and Agency Within knew that the overall demographic on Pinterest aligned with their target customer. The team decided to use Pinterest’s new conversion optimization feature to get the most out of their ad spend. This fine-tuning helped Gravity’s ads reach the right people, and appear in relevant searches across both browse and search placements. This helped Gravity achieve record highs in both reach and conversion, that they could scale over time.
Taking a phased approach helped them increase scale while simultaneously lowering their cost per acquisition. At the start of their campaign, Gravity used keyword and interest targeting to help increase brand awareness among US and Canadian consumers. They targeted interests related to their products, as well as keywords associated with Christmas gifts, stress relief, anxiety relief and help with sleep to optimize their ad spend.
Since their campaign goals were to increase sales and acquire new customers, using the Traffic objective allowed them to measure their CPA efficiently. After early results were in, Agency Within launched additional ad groups with expanded targeting, including actalike audiences.
For their creative, they took a look at which of the Pinterest ads they’d run so far had performed the best, and based the new Pins on them. The top performers touched on included several of Pinterest’s creative best practices, including eye-catching imagery, related to sleeping, a vertical layout and text overlay to provide context.
The Gravity Blankets campaign has significantly outperformed internal benchmarks. Thanks to the conversion optimization feature, they saw a 2x increase in conversion volume with a corresponding 58% decrease in cost per acquisition.
The Agency Within team saw a huge uptick in reach, and they’ve earned millions of impressions so far. All in all, Pinterest has been an extremely effective channel for them, significantly contributing to growing the Gravity Blankets business in just a few months.1
Start small. Try different formats, different creative and targeting to learn what works best for your business.
- Hone your campaign objectives with Traffic as your goal in Ads Manager and switch to conversion optimization when you want to efficiently push scale.
- Leverage Audience insights in the Analytics view of Ads Manager to learn more about your audience and identify opportunities for expansion.
1Gravity Blankets data, 2018