Tikamoon, a pure player in the world of home furnishings, chose to boost their presence on Pinterest for the launch of their Kids collection. For the first time, the brand added an awareness campaign to their usual lower funnel tactics. It was a decision that helped them to win over their target audience of parents coming to Pinterest with intent.

It also aimed to attract the attention of this core audience, who have a major presence on the platform, and achieve additional, incremental reach.

A campaign that goes off the beaten track

On the advice of Pinterest, Tikamoon didn’t think twice about expanding the scope of their media strategy during this campaign. For the first time, the brand went after an awareness objective and thus took advantage of a full-funnel strategy.

Among the key elements that played a major role during this campaign was the close collaboration with Tikamoon’s creative team to ensure that Pinterest’s creative best practices and recommendations were followed. The development of a balanced format mix (video, standard, carousel, shopping) was essential to guarantee reaching the target. Using the new Pinterest Trends tool provided the option to adjust keywords based on trends. And operating in the Test & Learn mode throughout the entire campaign made it possible to analyse the performance and ensure convincing results.

Lower funnel incremental brand awareness. Upper funnel objectives achieved.

Thanks to Pinterest’s tools and expertise, the Kids collection was truly seen by the right audience: parents.³ As shown by the figure of 93% in viewable reach (versus 82% for the EMEA benchmark), i.e. more than 9 out of 10 people targeted by the videos saw at least one impression, where they viewed 50% of the screen for a minimum of two seconds.² Through effective targeting, Tikamoon succeeded in developing their brand awareness by nearly 14%, with a 21% increase in their inspiring brand position.¹

In view of these results, Tikamoon want to continue with their efforts on upper funnel objectives during future campaigns.

Tips for your next campaign

Here are three pieces of advice to get the most out of your ads:

1. Aim for a full-funnel strategy to diversify the contact points with your audience and optimise the results.

2. Use the Pinterest Trends tool, which is now available in the French market, to fine-tune your key words and adjust them according to the trends.

3. Contextualise your campaign around key moments, like the start of the school year, to boost its effectiveness.