ALDI Nord
ALDI Nord raise awareness with a multi-objective strategy on Pinterest
ALDI Nord show that price communication on Pinterest pays off. Using a multi-objective campaign strategy and strong branding, they made price-conscious Pinterest users aware of their diverse range of vegan and healthy foods. This allowed the discount supermarket to achieve strong results in campaign awareness and ad recall.
From their small flagship shop in Essen-Schonnebeck, the ALDI brand have grown over the past 110 years to become one of the leading international retailers. With their ‘Consciously price-conscious’ campaign, ALDI Nord tell the world that everyone can achieve a mindful, sustainable lifestyle that respects the environment and animal welfare, regardless of income.
As a source of inspiration for sustainable and healthy living, Pinterest is the ideal advertising platform to spread this message to their target audience. After all, many people use the platform to get recipe and meal inspiration. With this in mind, ALDI Nord, together with the creative agency Accenture Song and the media agency phd, devised a campaign strategy to raise awareness among people on Pinterest and to establish a price-conscious, healthy diet as the cornerstone of the ALDI Nord brand.
+6.2% pts
increase in campaign awareness1
+10.3% pts
increase in ad recall among Pinterest users who saw 100% of the Video ads1
+8.1% pts
increase in ad recall in the female target audience1
Pinterest users are price-conscious
Compared to other internet users, Pinterest users are particularly price-conscious when it comes to food.2 Building on this knowledge, ALDI Nord focused on inspirational content that referenced the discount supermarket's low-cost offers. They also used Idea ads to draw Pinterest users' attention to their range of trendy, healthy foods through the immersive ad experience.
In addition, the brand relied on a diverse selection of creatives consisting of carousel and Video ads to both increase awareness and build brand preference. The advertised foods were all less than €5.
“
People come to Pinterest with a planning mindset and are looking for inspiration. This gives our brand the opportunity to become part of the discovery process, meaning that we can reach a wide audience of price-conscious shoppers.”
Matthias Kräling
Team Lead Social Media, ALDI Einkauf SE & Co. oHG
Significant increase in brand metrics
The use of multiple campaign objectives, the eye-catching and multi-faceted ad creatives and the focus on price communication in relation to sustainability made the Pinterest campaign a real success for ALDI Nord. Advertising recall increased significantly – especially in the female target audience (+8.1 percentage points) and among Pinterest users who watched the video ads in full (+10.3 percentage points)1. There was also an above-average increase in campaign awareness at +6.2 percentage points1.
ALDI Nord has clearly shown that Pinterest is their perfect platform for price communication.
“
We are delighted with the reach we have on Pinterest. With a single campaign, we have been able to reach both Gen Z and Gen X, while spreading our important brand message of price-consciousness food options.”
Anne Faltermeier
Group Manager Search & Social, phd
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
Try a multi-objective strategy to make an impact at multiple parts of the funnel. With a multi-objective approach, a single campaign can drive results at different parts of the funnel.
Use different ad formats for different goals. By using Idea ads, carousel and Video ads, you can meaningfully tell your brands story to a broader audience of people .
Strong, visible branding can have a positive impact on ad recall and campaign awareness metrics. Follow Pinterest best practices to help maximise your campaign performance..