MVMT uploaded a product catalog just for Pinterest, based on what they know their audience loves. It helped boost their conversions, at a much lower cost.

Style shouldn’t break the bank, according to premium watchmaker MVMT. And neither should growing your business. Thanks to insights from Pinterest, MVMT scaled up quickly, and cost-efficiently.

The fashion accessories brand has been promoting their men’s watches on Pinterest for years. When they took a leap and expanded their product line, they also needed to broaden their advertising. But before they went big, they took the time to drill down. Past campaign data gave them the insight they needed to build a successful strategy.

35.5m

Pinners engage with fashion content1

83%

of weekly fashion Pinners have made a purchase based on seeing fashion Pins from brands2

All in the timing

See how MVMT combined tactics to maximize results.

Couple embracing on a motorcycle

What moves customers
By looking into what had performed best in the past, MVMT identified which of their new products to promote on Pinterest going forward. They curated a catalog of men’s and women’s watches, sunglasses and jewelry and uploaded it into their product feed.

For their ad creative, they featured images of people sporting their MVMT while on the go as this style of ads had historically outperformed product-only shots.


MVMT’s shopping ads put their accessories in front of the right people at the right time—when they’re actively searching for new brands or products.

“Tapping into customer insights, plus adding shopping ads and dynamic retargeting, has really changed the game for us on Pinterest. We were getting good returns before, but now we’re seeing exponentially better results.”

Justin Kassan

VP of Growth Marketing, MVMT

A winning combo

Customer insight combined with shopping ads and conversion campaigns lowered MVMT’s cost per acquisition by 4x compared to their own internal benchmark. That’s some serious movement.

Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:

1.
Use shopping ads to promote a wide assortment of products. They use the data from your product feed to show people on Pinterest the products most relevant to them.

2.
Once you collect some data about what products get the most attention on Pinterest, upload a tailored catalog specifically for Pinterest.

3.
Help people imagine themselves using your products by using lifestyle imagery in your ads instead of product shots.

Footnotes
1

Pinterest Ads Manager, US, Nov 2018

2

GfK, Path to purchase study with weekly Pinners who use Pinterest in the category, US, Nov 2018