Stella Artois

Promoted Pins deliver 1.2x return in offline sales

The Belgian beer associated its brew with good food, good friends and good times in a five-month campaign that boosted offline sales, increased repeat purchase and delivered a 1.2X return on ad spend.

1.2x
return in offline sales
3%
lift in household spend among people exposed to the campaign
Their goal

Encouraging summertime sales

The world’s leading Belgian beer, Stella Artois is served in 95 countries. With a brewing heritage dating back 600 years, the premium import brand is today part of the Anheuser-Busch family, which is headquartered in Leuven, Belgium (the birthplace of Stella Artois) and St. Louis, Missouri.

To boost summertime sales to existing and new customers, Stella Artois wanted to encourage people to organize warm-weather get-togethers with friends—and knew that Pinterest is a great place to connect with party planners.1 The same campaign also aimed to share tips on how best to enjoy the famous brew.

Pinterest is the perfect place to connect online engagement with offline sales. In 2017, Pinners searched and saved 4 billion food and drink ideas.2 What’s more, of the 89% of shoppers purchasing food and beverage at retail3, a whopping 40% use Pinterest in-store while shopping.4

While on Pinterest, people are aware of advertising: 72% find food and beverage Pins from brands useful,5 and 61% say Pins from brands influenced them to make a food or beverage purchase.6 When asked which channels are most influential to purchasing food and beverages, 54% cite Pinterest as one of the most influential.7

Courtney McGowan
Brand Manager, Stella Artois
“We chose Pinterest for this campaign because of how influential the platform is when it comes to food and beverage purchases. It was incredibly exciting to see our content not only move the needle with consumers online, but offline as well.”
Their solution

Giving Pinners a reason to celebrate

Looking to reach people in party-planning mode, Stella Artois ran a series of Promoted Pins in a campaign that started in May and ran through September 2017. Throughout, the brand aligned its Pins with upcoming holidays, suggesting that Pinners celebrate Memorial Day, Father’s Day, Independence Day and Labor Day with Stella Artois.

In between holidays, more Promoted Pins made the most of the season by associating the Belgian brew with “home-cooked dinner,” a “gourmet pizza party,” and “sips and snacks,” among many other food-pairing ideas in an effort to reach people planning graduations, barbecues, family reunions and other summertime gatherings. The Pins showed people toasting with Stella at festive outdoor parties, mouthwatering photos of food to eat with Stella, chilling tips and more.

Their results

Lifting offline sales

Stella Artois successfully lifted its offline sales, measuring a 1.2X return on ad spend based on sales data gathered from an Oracle ROI study.8

Consumers exposed to the Pinterest campaign purchased the beer more often, spending 3.05% more per household than those not exposed9, and repeat-purchased the brand during the campaign at a higher rate.

The top-performing Pins featured people enjoying the beer with friends at outdoor parties, including one in vertical format that works well on mobile, and another focused on Memorial Day.

 

1Millward Brown research commissioned by Pinterest, 2017

2Pinterest internal data, 2017

3Gfk, Dec 2017. Pinterest in the Path to Purchase among its Weekly Users. Commissioned by Pinterest

4Gfk, Dec 2017. Pinterest in the Path to Purchase among its Weekly Users. Commissioned by Pinterest

5Gfk, Dec 2017. Pinterest in the Path to Purchase among its Weekly Users. Commissioned by Pinterest

6Gfk, Dec 2017. Pinterest in the Path to Purchase among its Weekly Users. Commissioned by Pinterest

7Gfk, Dec 2017. Pinterest in the Path to Purchase among its Weekly Users. Commissioned by Pinterest

8Oracle DLX ROI study for the Stella Artois campaign, Summer 2017

9Oracle DLX ROI study for the Stella Artois campaign, Summer 2017