Vodafone UK
Vodafone UK's campaign sees wins with lower-than-expected costs and notable gains in Pin Awareness and Action Intent.
Goal
A change of consumer law often means headaches for both brands and consumers, but Vodafone saw an opportunity in Ofcom’s new One Touch Switch regulation - they had the chance to highlight how hassle-free switching can be when choosing Vodafone. Already well-known as a leading and reliable phone network provider, Vodafone wanted a way to get their broadband offering in front of more people.
It tapped Pinterest, and for good reason. Pinterest saw a 160% increase year-over-year in saved Pins associated with home decor,1 and Vodafone sought to tap into that audience by presenting people on Pinterest with an idea to improve a space’s function rather than its form.
Strategy
Vodafone theorised that it could tap into a ready-made audience with Pinterest, using it to get in front of people looking to improve their space. The #1 reason monthly Pinterest users in the UK use Pinterest is as a source of home decor inspiration.2 To engage with that audience, the company ran a multi-objective campaign focusing on the tandem goals of Awareness and Consideration. They used Pinterest Performance+, the suite of automated ad products that uses AI to enhance campaign performance, to do the heavy lifting in targeting two audiences: homeowners aged 25 and over (who were encouraged to “shop now”) and general people on Pinterest in the same age range (who were encouraged to “learn more” via the Vodafone site). The multi-objective approach prioritised efficient reach while adding a layer of consideration, driving engaged prospects to take specific next steps tailored to their profiles.
Vodafone created strongly branded video assets featuring a well-known British TV personality to drive that Awareness and Consideration in its target audience. With these punchy videos, they showed consumers that they’re more than just a phone network provider. By targeting people on Pinterest in the UK aged 25+, who are 54% more likely than people not on Pinterest to be planning a broadband switch in the next six months,3 the campaign engaged an audience already primed for change.
"
Pinterest has proven to be safer for brands and as a growing platform for us, it’s helped Vodafone connect with homeowners and new audiences in a highly engaging way. We’re thrilled with the impact it’s driving across awareness and consideration."
Izzy Morris
Vodafone UK, Paid Social & Programmatic Lead
Results
Vodafone’s Performance+ campaign saw meaningful results among homeowners and those on their way to homeownership. It yielded a click-through rate more than 50% higher than the benchmark for Consideration campaigns on Pinterest.2 Additionally, the campaign created an uplift of 5.2 percentage points in Pin Awareness for people aged 25–34 and a boost of 1.5 percentage points in action intent among homeowners.3
Better still, those results came at a lower-than-anticipated cost. Per Vodafone’s econometrics report, the cost per acquisition (CPA) on Pinterest was 5% lower than the average for the telco’s other social platforms.6
+5.2p
Pin Awareness for ages 25-345
-5%
CPA than average across paid social channels6
+52%
CTR vs. benchmark for Consideration campaigns4
"
Our marketing mix modeling proved our hypothesis that Pinterest could help drive measurable business results. Our campaign outperformed expectations with CPAs tangibly lower than the social average, demonstrating the platform’s full-funnel potential."
Asad Khan
Vodafone UK, Digital Media Lead
Explore Related Resource
Pinterest Performance+
Vodafone leveraged this AI-powered suite to help optimise campaign performance and maximise outcomes. Learn how you can level up with Pinterest Performance+.
Brand Lift Studies
With hard data to understand campaign performance, Vodafone could quantify increases in Action Intent and Awareness. Explore Brand Lift Studies to tap into and gain insights from this data resource.