The home improvement retailer used Shopping campaigns to reach people looking for their next home decor purchase.
Encouraging browsers to buy
Lowe’s has been in the home improvement business since 1946. What started as a local hardware store in North Carolina has grown into an international home improvement company that serves approximately 17 million customers per week throughout the United States, Canada and Mexico.
No stranger to Pinterest, Lowe’s has run successful campaigns before. The retailer knows their target audience spends time on Pinterest. They also know Pinners are 44% more likely to buy home decor items and spend 27% more.1
For their latest campaign, Lowe’s wanted to lead potential customers from wishful thinking to action. Since Pinterest helps people bring ideas to life, Lowe’s decided to guide people to the specific products they’d need to turn their home decor visions into reality.
“Our Shopping campaign proved that people come to Pinterest with a strong intent to purchase. They’re not just looking for pretty ideas—they want help bringing their visions to life.”
Scaling quickly with Shopping campaigns
Lowe’s decided to try a Shopping campaign targeted to search, knowing direct response ads would reach people looking to purchase.
The campaigns were built in record time. Starcom, the company’s media buying agency, worked with Pinterest Marketing Partner Kenshoo to create Shopping campaigns for hundreds of thousands of product groups. Using Kenshoo’s Campaign Mirroring functionality, they seamlessly copied successful product campaigns from other channels directly to Pinterest.
Lowe’s ended up with ads across categories like kitchen, home decor and seasonal decor. Campaigns ran from June through September 2017. The ads featured seasonal products like coolers and flags, as well as a wide selection of fashion fixtures like shower doors and vanities.
To encourage website visits, Lowe’s marketing team formatted the ads as One-tap Promoted Pins. This format, on average, increases click-through rates by 298%.2
Higher engagement, lower cost
After the campaign finished, Lowe’s was thrilled to see their return on ad spend was 76% better than the campaign goal. Compared to averages from the same period in 2016, Shopping ads delivered a 20% higher click-through rate and cost per click was 43% lower.
1Oracle Data Cloud, Pinterest retail audience profile, September 2017
2Pinterest internal data, 2016