Adore BeautyAdore Beauty glows up with Pinterest's Performance+
Adore Beauty leveraged Pinterest's Performance+ to drive higher outbound click volumes
Goal
In early 2024, Australian beauty retailer Adore Beauty set its sights on a new challenge: introducing their expert Beauty IQ content to an audience unfamiliar with the brand. Their goal? To captivate a new crowd of beauty enthusiasts with their thought-leading articles, tips, and insider knowledge. Adore Beauty wasn't just looking for more readers—they were after engaged newcomers ready to dive into the world of beauty expertise.
13%
increase in outbound click volume1
15%
improvement in oCPC efficiency1
They saw an opportunity with Pinterest's Performance+ alpha test. This new tool offered a way to reach their goals with precision and efficiency. By fusing advanced AI with streamlined automation, Performance+ takes the complexity out of campaign setup. It allowed Adore Beauty to cut through the noise and focus on what they do best: sharing expert beauty knowledge with those eager to learn.
Performance+ isn't just another advertising solution—it's a reimagining of how brands can connect with their audience.
With Performance+, Adore Beauty found a partner that could help them break new ground in reaching and engaging potential customers. It's not just about reaching more people—it's about reaching the right people, more effectively.
Strategy
Adore Beauty leveraged Pinterest's Performance+ to amplify their Beauty IQ content and connect with new audiences. This AI and automation-powered tool streamlined their campaign process, allowing Adore Beauty to focus on what they do best: creating compelling beauty content.
"Performance+ has allowed us to harness the power of AI and automation to save our teams time and also deliver excellent outcomes by increasing click-through rates and enhancing efficiency, ultimately driving greater impact for our business."
Sandy Chan, Paid Media and Investment Planning Manager
Adore Beauty
Performance+ automated ad group creation and budget management, eliminating manual adjustments to optimise campaign performance behind the scenes.
The strategy's secret weapon? Using Performance+ to help reach users who hadn't yet engaged with Adore Beauty. By tapping into Pinterest's vast user base, Adore Beauty connected with beauty enthusiasts who were actively seeking products, tutorials and expert advice, but hadn't discovered the brand. This approach helped to expand Adore Beauty's audience beyond their existing customer base, introducing the brand to a fresh wave of potential beauty lovers.
In essence, Performance+ didn't just help broad Adore Beauty's reach—it introduced them to their next generation of customers, all while they were in a discovery mindset.
Results
Adore Beauty's Performance+ campaign saw a major increase in engagement and efficiency compared to their standard campaigns.
The outbound click-through rate (oCTR) increased by 4%, proving that the Performance+ campaign was more effective at enticing users to visit Adore Beauty's website and engage with their Beauty IQ content.1
Even more impressively, the campaign achieved a 15% improvement in outbound cost-per-click (oCPC) efficiency and a 13% increase in outbound click volume.1
Resources
Performance+
Performance+ combines Pinterest's top-performing automation and AI features into a simplified campaign setup, making it easier to create and optimise ads. Learn more about how Performance+ can enhance your campaigns.
Experiment with targeting
By utilising Performance+'s broad targeting strategy that is optimised to drive performance against their usual configurations, Adore Beauty gained valuable insights into the effectiveness of each approach. Learn more about targeting strategies on Pinterest here.