PradaPrada achieves 2.9x ROAS with Pinterest’s Performance+
Prada leveraged Pinterest's Performance+ to enhance conversions and website traffic with less effort.
Goal
As a leader in the world of luxury fashion, Prada constantly explores innovative marketing techniques to stay ahead. With a new Leather Goods collection launch on the horizon, Prada needed a platform that could not only boost their visibility but also drive substantial engagement and conversions. They turned to Pinterest’s Performance+ alpha test, intrigued by the potential to streamline their campaign setup and harness advanced AI for better performance.
Performance+ combines Pinterest’s top-performing automation and AI features into a simplified campaign setup with 50% fewer inputs. This tool allows brands to activate campaigns with a simple toggle, automatically create ad groups, and manage budgets flexibly without limits. It also offers creative optimizations using AI to generate engaging ad formats directly from product catalogs.
Prada tested Performance+ in two different markets: the US and Germany. By focusing on conversion objectives in the US and traffic goals in Germany, Prada aimed to see how broad, AI-driven targeting and simplified campaign creation could outperform their traditional, highly specific targeting strategies.
Strategy
Prada implemented a full-funnel approach on Pinterest, leveraging Performance+ to streamline campaign creation and refine targeting.
For Prada, this comprehensive strategy ensured that their ads reached the right audience, driving high engagement and conversions.1
In the US, the focus was on conversion, with campaigns aiming to increase checkout and add-to-cart actions. In Germany, the emphasis was on driving traffic, with a goal to boost engagement rates and reduce CPC (costs per click).
“
Testing Pinterest’s Performance+ was a game-changer for us. The broad targeting and automated features delivered strong results, helping us reach our goals more effectively.”
Prada Group
Paid Social Media Team
Results
Prada’s campaign yielded impressive results. In the US, the Performance+ alpha test achieved a 2.9x return on ad spend (ROAS) for checkout actions and a 2x ROAS for add-to-cart actions (platform results) outperforming control campaigns.1 The cost per action (CPA) for checkouts and add-to-cart actions decreased by 64% and 54%, respectively.1
In Germany, the traffic-focused campaign saw a 49% reduction in cost per click (CPC) and a 47% decrease in optimized CPC.2 Engagement rates nearly doubled, indicating higher user interaction with the ads.2
2.9x
ROAS Checkout on platform (Experiment vs. Control) in US1
88%
increase in engagement rate in Germany2
Resources
Performance+
Performance+ combines Pinterest’s top-performing automation and AI features into a simplified campaign setup, making it easier to create and optimize ads. Learn more about how Performance+ can enhance your campaigns. Learn more about Performance+.
Experiment with targeting
Prada typically uses specific targeting based on interests and custom audiences. However, in their Performance+ campaigns, they experimented with broad targeting to compare results. By utilizing Performance+’s broad targeting strategy that is optimized to drive performance against their usual configurations, Prada gained valuable insights into the effectiveness of each approach. Learn more about targeting strategies on Pinterest here.