Aiming to boost brand consideration, Ecover launched a two-phase campaign built around informative creative assets. Assisted by audience targeting, automatic bidding, and campaign budget optimisation, the eco-friendly brand’s CTR was 340% higher than the category benchmark in phase one, while their CPC was 83% more cost-effective.1
Ecover make cleaning… cleaner. From laundry detergent and washing-up liquid to hand soap and household cleaners, their eco-friendly, plant-based goods have been the gold standard in alternative cleaning products for over 40 years. Clean plastic, clean water, clean sourcing, clean ingredients, clean manufacturing—you name it, they’ve cleaned it.
The brand wanted to bring their vision of a clean world revolution to a broader audience, which is why they decided to launch a consideration campaign on Pinterest. Aiming to find out whether informative creative made Pinners more likely to engage with their content, Ecover selected CTR and CPC as their key KPIs. Targeting a CTR of 0.3% and a CPC of £1, the brand got their campaign underway.
Key stats:
increase in CTR (versus category benchmark)1
decrease in CPC (versus category benchmark)1
Test, learn, optimise
Having decided to launch a two-phase consideration campaign—running first through January, then from April to May—Ecover set their sights on two main target audiences: “deliberate deciders” and “Ecover originals.” Furthermore, the brand took advantage of Pinterest’s automatic bidding and campaign budget optimisation options to finetune their campaign.
In the first phase, Ecover relied on four simple, saveable, and informative creative assets focusing on the importance of second-hand clothes. The four variations also featured hard-hitting facts about the impact that washing clothes has on the environment, as well as ways that Ecover’s products can help Pinners live more sustainably. In the second phase, one of these creative assets was paused, giving the brand the opportunity to optimise the campaign further by focusing on the three remaining pieces.
“
Pinterest’s targeting and automatic bidding options enabled us to drive consideration within our target audience. We also saw incredible improvements in CTR and CPC compared to Pinterest’s benchmarks.”
Ecover
Simple, informative creative sealed the deal
Throughout the campaign, Ecover monitored CTR and engagement rate to better understand how their target audience was reacting to the rich, informational content that they were providing on the platform. After blowing away the category benchmarks in phase one—achieving an increase of 340% in CTR and a decrease of 83% in CPC—it’s fair to say that they cleaned up!
Results in phase two also blew past the benchmarks, and overall, Ecover were able to effectively boost brand consideration among their target audience. Looking forward, the brand is excited about the potential of launching further campaigns on the Pinterest platform.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
1.
Focus on practical, informative creative that can capture the attention of Pinners scrolling down their feed. Clear headlines followed by simple, easy-to-digest tips work well.
2.
Cut through the noise with bold, simple visuals. On a platform with so much visual information, an emphasis on simplicity can help your brand stand out from the crowd.
3.
If you’re splitting your campaign into phases, don’t be afraid to pause one or more creative assets in order to further optimise the performance of the campaign.