Vital Proteins
Vital Proteins’ always-on media strategy drives full funnel growth
Vital Proteins got the most out of Pinterest by mixing engaging, high impact ad formats, like max width video, Idea ads and Quiz Ads, with a multi-objective always-on set up. The results? Driving people on Pinterest through the funnel and generating lifts quarter over quarter1
The focus of Vital Proteins’ brand messaging in 2023 was to spread word that natural collagen production declines with age and a collagen supplement provides huge benefits “for everybody with a body.”
With this inclusive and educational brand voice, the brand sought out Pinterest to spread this message based on the high volume of wellness enthusiasts on the platform that are looking for inspiration.
+5%
increase in baseline brand awareness from Q1 to Q3 20231
+60%
increase in action intent, driven by influencer-focused Idea and Quiz ads2
+5.3pt
increase in action intent driven by Quiz ads2
+10.4pt
increase in aided brand awareness2
Supplemental insights
Pinterest and Vital Proteins kicked off their 2023 partnership with extensive planning and developed a strategic and comprehensive Learning Agenda to map out key campaign objectives and measurement opportunities throughout the year.
The team ran Pinterest Brand Lift Studies in Q1 and Q3, resulting in a deep understanding of what resonated best with their growing audience. These insights allowed Pinterest and Vital Proteins to continually refine their creative to improve engagement with each subsequent campaign.
Pinterest worked in close partnership with the Openmind agency to develop a multi-objective campaign strategy, with the upper funnel focused on raising awareness amongst new wellness enthusiasts and mid-funnel focused on educating in-market consumers and re-engaging potential customers via keyword and audience targeting.
“
In addition to all our metric-related goals, we also set out to learn more about what makes our audiences tick. Pinterest really delivered. The brand lift studies shed so much light on how people engage with our ads, and what moves them from awareness to consideration to purchase. Plus, everything we learned is already informing the next campaign.”
Constance George Simms
Media Lead, Vital Proteins
By adapting an always-on and multi-objective media strategy, Vital Proteins increased their baseline brand awareness by 5% from Q1 to Q3 2023.1 Alongside always-on video and utilizing Max Width Video to increase awareness, Quiz Ads and Idea ads were key drivers of success when it came to driving significant middle and lower funnel lift—seen in the strong lifts in action intent.1 With a focus on retargeting, these ad units helped further educate and engage pinners who were retargeted after viewing the awareness focused video ads.
What’s Next? Vital Proteins will continue to innovate and build on these learnings in 2024. They will continue to run multi-objective campaigns, while refining and growing their targeting audience with unique creative- defining themselves as a leader in the Wellness space on Pinterest.
“
These results really show the value in matching the ad format to the campaign goal. Each piece of creative was designed to best reach people where they are at in the funnel—engaging people and educating them from their first introduction to Vital Proteins through to making a purchase.”
Alina Zhen
Associate Director, OPENMIND
Tips for your next campaigns
Try these Pinterest best practices to get more out of your ads.
Maintaining a consistent, always-on presence on the platform at a sufficient share of voice drives results.3
A multi-objective strategy including targeting specific to where each pinner is within the funnel (i.e. engager retargeting in Consideration) drives stronger lifts.
Video drives results and should be supplemented with fresh, engaging formats like quiz ads, influencer content and idea ads to keep pinners interested. This fresh content allows for long-term success in always-on campaigns.