HP
HP’s campaign brought their Instant Ink subscription model to a larger audience while significantly increasing action intent1
Nothing is worse than going to print something only to realise your printer is out of ink. That's where HP and their Instant Ink subscription model step in, delivering ink cartridges to homes and offices just when they’re needed. Keen to reach a larger audience with their subscription model, HP worked with Pinterest to create a multi-objective campaign. The plan was to reach people across the full funnel with the ultimate goal of driving traffic to their website.
To achieve these big goals, the campaign used a mix of ad formats, including Pin Extensions, and also ran a Brand Lift Study to provide a deeper understanding of the results.
+8.7 pt
increase in action intent among 25–34 year olds1
-60%
lower CPM with Pin Extension ads, compared to vertical benchmarks2
-19%
lower CPC, compared to vertical benchmarks2
Delivering results for the subscription model
While the HP Instant Ink service was already well established compared to the competition, there was still an opportunity to boost awareness. Using a multi-objective strategy would help the brand drive awareness while also reaching people at other parts of the path to purchase.
HP and agency Guud designed the campaign using a mix of ad formats: Static, Video Carousel and Idea ads. Targeting the right ad formats to reach people at different places in the funnel.
The brand lift study helped HP understand which formats resonated best, noting Video ads with clear CTAs and strong branding were key to increasing action intent for their subscription service.1
"The Brand lift study conducted by Pinterest yielded extremely valuable information on how we can boost the reach of our subscription model. We identified short-form Video ads were key to our lower funnel results. The multi-objective strategy hit the mark, delivering measurable impacts with our target audience."
Raquel Meseguer
EMEA Paid Social Media, HP
Printing success
The multi-objective strategy allowed the campaign to reach a broad audience, driving meaningful awareness results. But that’s not all: HP has also significantly raised action intent among 25–34 year old users1.
The brand now plans to follow Pinterest's recommendation and use Pinterest Predicts to explore other themes that will enable them to reach a wider demographic with campaigns based on upcoming trends.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
Target audiences with specific interests that align with your brand so that your ads land in front of the right audience. Think about all the ways people use your products, and who you might reach as your next audience segment.
Look at the annual Pinterest Predicts trend forecast to figure out what your audience will want next.
Participate in the Pinterest Trend Badge program to grab your audience’s attention. People come to Pinterest to find inspiration for their next big project or purchase, so they’re constantly on the lookout for the latest trends. Owning a Trend Badge will give you a leg up in the purchasing phase.