Søstrene Grene
A full-funnel Pinterest strategy uncovers significant incremental growth and enhances engagement with new and existing customers
Goal
For Søstrene Grene, beauty lies in the details - in both their meticulously curated product range and their data-driven approach to marketing. Just as their stores across Europe carefully curate everything from home décor to craft supplies, their marketing team wanted to understand the detail behind their digital advertising.
Their question was whether Pinterest drove real incremental value. With a presence across fourteen European markets, they knew they needed to look beyond last-click attribution.
To find an answer, Søstrene Grene partnered with Pinterest on a seven-week conversion lift study, combining always-on and flighted campaigns to measure impact.
Strategy
To measure Pinterest's true impact, Søstrene Grene ran a focused 7-week conversion lift study ahead of the holiday season. They ran a full-funnel strategy, including Catalog Sales ads with both prospecting and dynamic product retargeting tactics as well as Lead ads. This approach allowed Søstrene Grene to re-engage interested and new shoppers across their fourteen European markets.
The strategy was particularly effective because it matched different campaigns to different consumer behaviors. Catalogue sales campaigns could automatically retarget shoppers with relevant products, while Lead ads helped move new audiences through the full purchase journey.
“
The conversion lift study confirmed our belief that Pinterest is a valuable platform for Søstrene Grene, as it aligns perfectly with the interests of our customers. It validated our assumptions and uncovered insights beyond traditional measurement, showcasing Pinterest’s capability to drive incremental sales and deepen customer engagement."
Caroline Sylvest
Paid Social Specialist, Søstrene Grene
Results
The results proved that for Søstrene Grene, Pinterest drives substantial incremental value. The conversion lift study revealed a 22% increase in checkout conversions, with exposure to Catalogue Sales driving up to a 46% lift in checkouts1.
Meanwhile, the campaign delivered a 21% lift in sales with an incremental ROAS of 1.3x1. It also breathed new life into their existing customer base, with a 21% lift in new and lapsed buyers1.
+22%
incremental checkout conversions¹
21%
sales lift1
Resources
Pinterest Conversion Lift Studies
Søstrene Grene knew it was the right time to run a Conversion Lift Study. To learn more about the process, visit the Pinterest Academy.
Full-funnel campaign strategy
Running a range of ads helped Søstrene Grene get the most from their investment. Learn about multi-objective campaigns here.