CVS Media Exchange
A winning combo of high-fidelity ExtraCare data and Pinterest targeting helped CVS Media Exchange see more sales, and better ROAS.
Goal
As a retail media network, CVS Media Exchange is always looking for new ways to help partners get better results. Hallmark came to the team with a specific objective: drive sales and ROAS for everyday greeting cards, on top of seasonal moments.
To crack the code, CVS Media Exchange (CMX) built a strategy rooted in deep audience understanding. Data helped the team find the perfect opportunity—and the perfect platform to advertise.
Strategy
Since Pinterest is where people plan for both seasonal and everyday moments, it was a natural pick for the CMX team. CVS ExtraCare® loyalty members who use Pinterest actually spend more at CVS, compared to ExtraCare® loyalty members not on the platform.1 Next, CMX turned to measurement insights to build the right targeting strategy.
CMX is a leader in closed-loop measurement, with data clean room capabilities that unlock sophisticated insights in a privacy-safe setting. Using their clean room, CMX was able to combine data from their own first-party audiences with Pinterest insights. This helped the team build an optimal targeting strategy for the Pinterest campaign, reaching people who already showed a strong interest in topics like celebrations, gifts and other related topics. Marrying two data sets together opened the door to a much richer targeting strategy, truly narrowing in on people who were most likely to engage on Pinterest and buy cards later on.
"This campaign is a fantastic example of why we need to always be innovating and embracing new methods for data collaboration and analysis across the industry."
Parbinder Dhariwal
Vice President and General Manager, CMX
Results
CMX’s data-rich campaign brought the right ROAS—and so much more. Compared to previous campaigns, this initiative drove double the return on ad spend.2 Those gains were especially efficient: Sales volume growth was almost tripled with their increase in Pinterest investment during this period.2
What made these results particularly noteworthy was the efficiency of the targeting strategy. When compared to traditional targeting methods, the Pinterest interest targeting almost doubled performance.2
Once the campaign was done, CMX used their clean room to dig even deeper into audience understanding to inform the strategy for future campaigns.
What began as a targeted campaign for greeting cards evolved into a blueprint for more efficient marketing, proving that when first-party data meets strategic targeting, everyday moments can drive extraordinary results.
Resources
Pinterest moments marketing
The people on Pinterest are always in planning mode, whether it’s a big holiday or just a special everyday moment. Use our brand moments calendar to get ahead of the next opportunity and reach interested shoppers.
Targeting tips
The right targeting strategy can help your brand see even better results. Learn all about Pinterest targeting and get ideas for your next campaign.