Maggi, a Nestlé brand, has inspired people to cook fresh meals and enjoy time with family since 1846. The team joined Pinterest to help people discover their recipes and send traffic back to www.maggi.de.
They soon learned quick and easy recipes with appealing photography work well. Seasonal Pins, tied to a specific theme or occasion, also gain a lot of traction—for example, duck and goose recipes for the winter. They also followed best practices for Pins, adding detailed Pin descriptions to make them more helpful and relevant to people.
“Our goal is to give our customers the best experience when they interact with our brand in the digital world. Pinterest plays a crucial role in this strategy, making it easy for people to discover, save and try Maggi recipes just with a couple of clicks.”
Pinterest Analytics helped Maggi to iterate on their Pin strategy, constantly monitoring which recipes are interesting to people. They also evaluate the style of photography that resonates best.
With analytics, they can also see what other interests their audience is into, like home decor, DIY and cooking hacks, which helps them to understand their target group better. Since Pinterest Analytics also includes website data, they can see what content from their website is the most save-worthy for people on Pinterest.
“We pay close attention to what resonates with our Pinterest audience,” said Lisa Stiewe, eCommunication Manager at Maggi. “Seeing that a certain topic performs particularly well on Pinterest sometimes means we invest additional resources in this topic and also play it up on other channels.”
Maggi implemented Recipe Pins, which automatically added ingredients, cooking time and servings to all of their Pins. This additional information makes Pins more helpful to people on Pinterest, which increases engagement rates.
They also added the Save button to their mobile and desktop websites. In just 4 months, Maggi saw a 400% increase in Pin creation from their domain.
Also important: Maggi promoted their Pinterest boards across their digital marketing, including social channels such as Facebook and Youtube, email and on their website. In their messaging, Maggi encourages consumers to visit their profile to find more inspiration and recipes.
For example, Maggi created a landing page for asparagus on their website. Visitors can learn tips for how to cook with the vegetable, and there’s also a link to their asparagus recipe board on Pinterest.
As a result of these efforts, the visibility of the Maggi brand on Pinterest has grown exponentially. Maggi sees six-digit impressions on Pinterest, and growth has been steep month over month. After six months of working on their content strategy, Maggi saw a 10X increase in monthly saves and clickthroughs.
“The success of our Pinterest efforts has been simply awesome,” Stiewe said. “Our goal is to give our customers the best experience when they interact with our brand in the digital world. Pinterest plays a crucial role in this strategy, making it easy for people to discover, save and try Maggi recipes just with a couple of clicks.”