Reaching more people with Pinterest
Shaw Communications Inc. is a leading Canadian connectivity company. The Wireline division consists of Consumer and Business services. Consumer serves residential customers with broadband internet, Shaw Go WiFi, video and digital phone. Business provides business customers with internet, data, WiFi, digital phone, and video services. The Wireless division provides wireless voice and data services through an expanding and improving mobile wireless network infrastructure.
For their first steps on Pinterest, Shaw wanted to raise brand awareness, particularly among young millennials.
Winning people over with fun videos and creative lifestyle imagery
Shaw designed two different Pinterest campaigns with the aim of raising overall brand awareness.
For the awareness campaign, Shaw designed two quick and quirky Promoted Videos to highlight their fastest internet offering, which also boasts unlimited data. Riffing off the idea of unlimited things, their lighthearted video clips showed an unlimited rollercoaster ride as well as an unlimited zorbing ball.
For this campaign Shaw wanted to associate their internet services with the projects that Pinterest users love. It was a smart move—lifestyle images do well on the platform.
Finally, Shaw targeted technology, entertainment, and home-related interests and keywords so the ads would appear in relevant searches and in people’s home feeds to ensure the right people saw their content. They also used Actalike targeting to reach people who resembled their most engaged audiences, as well as 14-day retargeting to spark re-engagement and drive additional conversions.
Drawing more attention at a lower cost
Shaw’s campaign led to strong engagement at a lower cost than other platforms.
The campaign resulted in 12% longer video view times at half the cost per view. Because of the success of this campaign, Shaw plans to integrate Pinterest in their future marketing campaigns.