Rowico Home
Rowico Home discovered that going bigger is better
Rowico Home pivots from two-objective campaigns to a full funnel campaign—and reaches new audiences.
Goal
Sometimes, the best success stories come from investing in the bigger picture. That's what Swedish furniture brand Rowico Home discovered. They already had great brand recognition. People knew their sleek, Scandinavian designs. But they felt they were missing something, especially when it came to connecting with younger shoppers.
Sitting down with their agency Est Populo, they had a realization: they were only telling a part of their story. Their existing two-objective campaign structure wasn't capturing their audience's full journey. They needed something more complete, a way to guide people from a first moment of inspiration to purchase, while keeping costs efficient. Because Pinterest offers the perfect blend of discovery and shopping, it felt like the perfect place to try a new approach.
Strategy
The team rebuilt their strategy from the ground up, focusing on creating a seamless journey that would make sense across all sections of the funnel - whether someone was just discovering Rowico Home or ready to buy their next piece of furniture.
Working alongside Est Populo, they gave their ads a complete refresh, using Pinterest creative best practices across their campaign. Each stage of the customer journey featured creative elements (clear brand logos, product-forward imagery and helpful text overlays) designed to feel natural on Pinterest. To make sure these optimised ads reached the right people at the right time, they turned to Pinterest's Performance+, setting it to automatically match their content to interested audiences across the funnel.
They leaned into different ways to tell their story on Pinterest, including static images, Idea ads, product collections and Shopping ads. But their biggest win was an influencer collaboration that hit all the right notes, performing at each stage1.
“
Partnering with Est Populo to implement a full-funnel strategy on Pinterest has transformed our marketing approach. The results speak for themselves with a 6.5x increase in ROAS and a 28% increase in CTR. It's been a game-changer for Rowico Home!”
Evelina Jensen
E-commerce Manager, Rowico Home
Results
The numbers speak for themselves. By taking this more complete approach and letting Performance+ handle the technical details, Rowico Home saw their return on ad spend jump to 6.5x compared to what they've seen before1. Their refreshed Pinterest creative got 28% more clicks1.
Better yet, they weren't just throwing money around. Their new approach, backed by Performance+ smart targeting, helped them find the right people at the right time—whether those people were just starting to think about new furniture or ready to make their space more beautiful. It worked especially well with younger shoppers, giving Rowico Home exactly the connection with the Gen Z (ages 18-26) and Millennial (ages 27-43) audiences they'd been looking for1.
6.5x
higher ROAS with full funnel campaign compared to multi-objective1
28%
increase in CTR with optimised creative strategy1
Resources
Performance+ campaigns
Performance+ takes the guesswork out of targeting, helping you reach the right people while keeping costs in check. See how to get your first campaign up and running. See how to get started with Performance+ for your business.
Pinterest creative best practices
Transform your campaign performance with proven creative strategies. Clear logos, compelling product imagery, effective text overlays and strong calls-to-action helped Rowico Home achieve their 6.5x ROAS increase. Discover how to optimise your Pins.