Honeylove
A campaign test brought sales success, showing Pinterest’s impact across the funnel
For apparel company Honeylove, it’s not just about fit or style. It’s also about how their clothes make people feel—and they want everyone to feel confident.
This same philosophy comes through in their ads, with a focus on positivity and confidence. For a 2022 brand campaign, Honeylove wanted to advertise on a platform that shares their mission. They turned to Pinterest, known for being a positive and inclusive corner of the internet.
Honeylove had previously used Pinterest for lower funnel campaigns. This time, they decided to test into awareness objectives, too. But not just any approach would do. Honeylove needed to plan a creative and measurement strategy that really took advantage of the unique ways people use Pinterest to shop.
2x more incremental value over a 7-day attribution window1
A “Measured” approach
Before digging in, Honeylove took a few steps back to better understand shopping behaviors on Pinterest. Because people use Pinterest to gather ideas, it reaches people across the entire purchase journey. This can impact conversion times, since people are going all the way from open exploration to final decisions.2
To make sure they were properly measuring Pinterest’s sales impact, Honeylove brought on Measured as their measurement partner.
The two teams set up a focused geo test, running conversion and awareness ads in specific states with a large Honeylove target audience. This approach meant the team could test and learn, tracking progress as they went to optimize their creative and spend.
"Running geo-lift studies with Measured gave us the data to go beyond the limitations of in-platform reporting and expand our attribution window. It validated our instincts that Pinterest had a bigger impact on our business than was previously reported."
Owen Bell
VP of Marketing, Honeylove
A perfect fit
The geographic test drove incredible results for Honeylove, showing that Pinterest was a great full-funnel solution for the brand. Measured was able to compare the campaign’s impact using a 30-day window, vs. what would have happened with a 7-day window. The longer window was more closely aligned with the incremental impact of the platform, and drove 2x more revenue.1 This showed the team that a longer window was the best way to measure Pinterest. If they only looked at results for seven days, they’d accidentally miss capturing a significant amount of Pinterest’s impact.1
These test results immediately prompted Honeylove to double their entire Pinterest ad spend for the following quarter.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Extend your attribution window to capture the impact of shoppers going from open exploration, all the way to purchase.
Broaden your audience with Actalike audiences that behave similarly to your current customer list.
Feature real customer photos or quotes in your ads to help build your brand image.