Robijn
Robijn achieves full-funnel success—along with an impressive offline sales lift.
Goal
Robijn set out to raise awareness for its products, with a particular focus on its new-to-market laundry sheets. As more consumers sought alternatives to liquids and capsules, laundry sheets were gaining momentum.
To stay ahead of the curve, Robijn turned to Pinterest—with a campaign that strategically encouraged people to pair their laundry sheets with their fabric softener to drive optimal results (and joy for laundry loads).
For execution, Robijn partnered with GroupM. Together, they implemented a full-funnel Pinterest strategy aimed at boosting awareness and driving sales.
Strategy
To put their laundry sheets front and centre for shoppers on Pinterest, Robijn selected Premiere Spotlight for a two-day takeover across the home and search landing pages, positioning the brand at the heart of shopper activity. This approach enabled Robijn to reach broader audiences while doubling down with Pinterest’s persona targeting to engage more niche and specific customer segments.
In addition to Premiere Spotlight, Robijn also utilised a range of other ad formats, including video, static and max-width video—all adhering to Pinterest’s creative best practices.
To measure the campaign's impact, Nielsen conducted a sales lift study using their (MMT) tool. Offline sales data was tracked across the Netherlands, with designated regions utilised as control regions, where no ads were shown. In contrast, Pinterest users in the rest of the Netherlands were exposed to the ads. By comparing these regions against a 52-week historical sales baseline, Nielsen was able to assess the campaign’s overall effectiveness.
“
We were very pleased with the results, which confirmed that Pinterest has become a valuable and essential part of our marketing mix.”
Frederike van der Meer
Senior Brand Manager Laundry, Unilever
Results
The campaign generated a +1.1% uplift in offline sales, as measured by Nielsen’s Matched Market Test (MMT), along with nearly double (1.8x) the return on ad spend1.
Robijn achieved significant incremental reach by leveraging both Persona audiences and retargeting strategies through their Premiere Spotlight activation2. Additionally, the campaign surpassed its video completion goal, delivering 5x more completed views than initially targeted, resulting in a 26% decrease in cost per throughplay1.
Though the campaign initially geared towards upper-funnel metrics, it achieved success across the entire funnel. Offline supermarket sales, in particular, saw a notable boost, delivering fresh and impactful results for Robijn1.
+1.1%
offline sales uplift1
1.8x
return on ad spend1
Resources
Premiere Spotlight
Put your ads centre stage for your next product launch or big marketing moment. Premiere Spotlight empowers advertisers to help achieve maximum reach, visibility, and awareness at scale.
Pinterest’s creative best practices
Make your ads work harder for you. The most effective Pinterest ads are visually compelling, tell a strong story and inspire people to take action. Explore our creative best practices for ways to help set your ads up for success.