Semaine Health

How Semaine Health Uncovered an 87% Halo Effect with Pinterest

A geo-based lift test validated the combined use of Consideration and Conversion ads, uncovered substantial off-DTC halo effects, and clarified how Pinterest contributes to both customer acquisition and downstream sales.

Goal

For Semaine Health, a wellness brand looking to expand beyond their established channels, the challenge was clear: find a platform that could efficiently drive both e-commerce sales and in-store purchases at retail partners.

Semaine was already an active brand on Pinterest by leveraging Consideration and Conversion ads, with each tactic serving a different role in driving demand. Consideration ads supported discovery and education, while Conversion ads captured demand closer to purchase.

However, click-based attribution models struggled to accurately and granularly reflect Pinterest’s impact. Long consideration cycles, delayed conversions, and non-linear purchasing paths made it difficult to isolate the performance of individual ad objectives, as well as their combined incremental impact.

Before continuing to invest, the Semaine Health team explored the potential of both upper-funnel Consideration campaigns and lower-funnel Conversion campaigns, while minimizing operational impact with Pinterest.

Strategy

To establish a clear baseline for Pinterest, Semaine Health ran a pause-to-measure (PTM) geo-based lift test with WorkMagic. A PTM lift test allowed Semaine Health to keep the majority of Pinterest ads running while pausing only a small, representative holdout group. By comparing exposed and holdout markets, the test isolated Pinterest’s incremental impact without materially disrupting overall performance.

At the same time, the test's 3-cell design allowed Semaine Health to understand both blended and individual performance for the Consideration and Conversion ad objectives.

“

The biggest takeaway from the study was just how effective Pinterest was at driving revenue for us. We saw strong incremental lift overall, but what really stood out was where those sales happened. Unlike other ad platforms, the majority of conversions weren’t on our DTC site - they showed up on Amazon and Walmart. It reinforced that Pinterest isn’t just a discovery platform; it’s a powerful driver of real retail demand.”

Matt Crane

CEO, Co-founder, Semaine Health

Results

Both Pinterest ad objectives delivered statistically meaningful incremental lift: Consideration ads alone drove an 11.5% increase, while Conversion ads alone delivered a 13.4% increase. Combined, Pinterest helped deliver a strong 12.4% incremental lift for the brand. Additionally, iROAS was 17X higher and iCPA 97% lower than when compared to last-click measured ROAS and CPA.

Pinterest also played a meaningful role in new customer acquisition. 50% of incremental sales came from new customers, showing that the channel wasn’t simply re-capturing existing demand, but actively driving net-new customer growth.

As a DTC brand expanding across various sales channels, Semaine's team had expected a sizable halo effect. By combining sales data from secondary sales channels with the Designated Market Areas (DMAs) where ads were run, the WorkMagic platform was also able to calculate the halo effect on Amazon and brick-and-mortar sales. They were surprised when the true scope of Pinterest's halo effect came to light — 87% of all incremental conversions were happening outside the brand's DTC store and on secondary channels.

+12%

Incremental lift

87%

Halo effect on E-Commerce and Brick-and-Mortar sales

50%

Incremental sales from new customers