Pandora Australia is dedicated to designing jewels to make people feel special. Their brand messaging is all about celebrating the big and small moments in life and champions the joy of gifting. They wanted to share the joy of gifting with an audience looking to act — and in this case shop.

With a marketing objective to help drive consideration and reduce the number of steps that take shoppers from discovery to action — Pandora Australia decided to try one of Pinterest’s latest ad formats: direct links.

This format offers a frictionless user experience and helps brands expedite the path to purchase. How it works: when a shopper clicks on your ad, it skips a close-up of the Pin and instead takes them directly to your website.

As a platform that aims to inspire — people come to Pinterest to seek jewellery ideas and tips to style their pieces. In fact, 2 in 3 monthly Pinterest users say the platform is more likely to help them find inspiration for gifts over other platforms.²

When designing the creative for this campaign, Pandora Australia's Static ads leaned into their brand messaging, with 'gifts for every story' and 'celebrating every moment', which catered perfectly to Pinterest shoppers.

To accompany their engaging imagery, Pandora Australia leveraged a comprehensive list of jewellery-related keywords, helping them show up in the important moments of discovery for Pinterest's high-intent shoppers.

Their ads grabbed attention in people's feeds, showed users how to style their products, and conveyed the immense joy of receiving a Pandora gift.

Dazzling results

Pandora Australia managed to take shoppers from discovery to action in one single click, which soon turned into double-digit results. In just one week of running their direct links campaign, Pandora Australia saw a 78% increase in outbound click volume for nearly half the ad spend.¹ It's proved to be a cost-effective and impactful way to help Pandora Australia engage website visitors at scale whilst further optimising their Pinterest budget.

Tips for your next campaign

Try these Pinterest best practices to get more out of your ads.

1. Try direct links for yourself. Reduce the steps to take shoppers from discovery to action with one of Pinterest's latest ad formats. Direct links are designed to help expedite the path to purchase — instantly directing users from Pinterest to your website with just one single click.

2. Ensure relevance with a cohesive URL destination. Create a consumer journey that's easy and frictionless — make sure your ad directly links to the product you're advertising. If the shopper has clicked on it, it means they want to see the exact product that's featured in the picture.

3. Produce visually compelling creative with clear, concise text. To attract shoppers with direct links, the imagery you use is essential. People will skip the Pin close-up — so make sure it's light on text and attention-grabbing enough for people to shop directly from their feeds.