With the final season of drama series Wentworth on the horizon, Foxtel was looking to both encourage viewers to tune in and increase monthly subscriptions to Foxtel Now. They created a truly full-funnel campaign, using video and standard Pins and Pinterest Premiere to build intrigue and boost conversions. And they hit it out of the park, with a 10.3 percentage point increase in ad recall, a 7 percentage point increase in brand association and a 20% lower cost per acquisition than targeted.1
Australia’s leading, next-generation subscription television service, Foxtel is the place to go for every Australian who wants to keep up with the best news, entertainment, and sport. Whether you’re into hard-hitting documentaries, box office movies from all around the world, or live sport, the Foxtel Group has you covered.
In the run-up to the release of Wentworth’s final season in August 2021, Foxtel wanted to grow awareness and viewer numbers as well as increase monthly subscriptions to Foxtel Now.
increase in ad recall1
increase in brand association1
Building intrigue and boosting conversions
Foxtel used their flighted campaign to drive intrigue around Wentworth’s final season. Using standard and video ads they started by growing awareness among a broad target audience of entertainment lovers aged 25-54. They also made use of actalike audiences to expand their reach. To build consideration, their adverts focused on encouraging engagement and clicks, nudging users to find out more about the show and Foxtel Now.
And lastly, Foxtel’s conversion-optimised adverts used retargeting, combined with actalike audiences and interest targeting to grow subscriptions. They also made use of Pinterest Premiere, with a three-day countdown to the show’s release helping build suspense.
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By using a combination of formats including video, standard pins and Pinterest Premiere we were able to drive engagement for Wentworth The Final Sentence, across all stages of the marketing funnel. We were thrilled to partner with Pinterest as it enabled us to hit key campaign targets as well as drive hype and anticipation for the series launch.”
Hannah Doolan, Marketing Manager, Foxtel
A fully-fledged full-funnel campaign
Foxtel’s campaign is a perfect example of a successful full-funnel approach, building awareness, consideration and conversions.
They saw a 10.3 percentage point increase in ad recall and a 7 percentage point growth in brand association. Not to mention a 20% lower cost per acquisition than budgeted.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
01
Tap into the 2.5m monthly Pinterest users interested in entertainment by giving them new ideas on what to watch.
02
Adopt a full-funnel approach for greater success.
03
In conversion campaigns, keep your targeting broad so the algorithm has more touchpoints to learn from, enabling it to find the users most likely to convert.