DFS
DFS shows that a dream home is just a few Pins away
DFS used diverse ad formats — with gorgeous home decor scenes —to nurture leads through consideration to checkout
Goal
Furniture shopping: it's not a sprint, it's a marathon. No one knows this better than DFS, one of the leading furniture retailers in the UK. Recognising that people simply take longer to buy furniture than other products, DFS created a campaign that people wouldn’t get tired of.
DFS opted for a full-funnel campaign to drive conversion and brand lift. Pinterest was the perfect platform — with the right demographics, targeting capabilities and a wide range of ad formats it made perfect sense.
Strategy
With Pinterest, DFS encouraged people to curate home decor ideas that just so happened to include their products.
A key element in the DFS full-funnel campaign was their attention to making sure they had the right ad for the right goal and format. They had a lot of options — using Max Width Video ads, standard video ads, Idea ads, Quiz ads, Carousel ads, static ads and Shopping ads. The team designed each ad to ensure tailored creative for each stage of the funnel.
By using a mix of keyword, interest and open targeting, DFS was sure to reach the right audience. They also showed a range of products in their creative assets, including accessories, beds and sofas. This helped the ads appeal to a wider range of people, with a wider range of dreams.
“
With a longer purchase cycle and journey, we know at DFS that it is important for us to drive connection and consideration with those who are showing signs of entering the market. The full funnel testing and results that we have seen with Pinterest have really proven that for us; not only do our diverse formats and targeting allow us to connect with more people, but really importantly that also has a positive impact on our performance driving ads! We're really pleased with the results we have seen and it has helped us to evolve our planning as a result.”
Catherine Woodward
DFS, Head of Digital
+5.5pts
Pin Awareness1
7.8%
Checkout lift1
7.2%
Sales lift1
Results
DFS’s strategy turned Pinterest boards into shopping plans.
The campaign helped lead to a 6.6% increase in page visits, a 9.4% jump in add-to-cart actions and a 7.8% rise in checkouts, showcasing the effectiveness of their full-funnel approach.1 The company also achieved a 3.1x incremental ROAS, proving that Pinterest helps drive tangible bottom-line benefits.1
“
This case study not only highlights our innovative approach on the platform but also underscores the power of Pinterest in turning visual discovery into tangible business outcomes.”
Conner Leech
Essence Mediacom, Digital Director
Plus, DFS saw strong engagement from people ages 25-34. This demographic is full of first-time homebuyers and people establishing their personal style. And they demonstrated significant increases in both traffic and add-to-cart actions.
Pinterest continues to be the place for home decor brands looking to influence their most valuable audiences.
Resources
Shopping campaigns
Learn how DFS used Pinterest shopping strategies to guide customers from inspiration to purchase, even with a long sales cycle.
Audience targeting
Reaching the right people is half the battle. Discover how DFS used Pinterest targeting tools to help ensure their ads resonated with the broadest audiences possible.