Urban Outfitters
A full-funnel strategy brings Urban Outfitters outstanding results
New shopping solutions helped Urban Outfitters reach more Millennial and Gen Z holiday buyers than in the past.
Urban Outfitters have long turned to Pinterest for their marketing goals. But for Holiday 2023, they wanted to shake things up a bit. The brand carries a variety of products—and all kinds of gifts. This time around, they wanted to reach more kinds of holiday shoppers, across more product verticals. In other words: They set out to be a key holiday destination to their core 18-25 year old customer and those shopping for them. And, they figured out that new Pinterest products could help them do it.
2.4x
increase in outbound clicks1
57%
decrease in cost per click1
Urban Outfitters were driven by consumer insights that showed during the holiday shopping period, they not only get their core customer buying for themselves, but also a pure gift shopper (someone who is buying for others). So, they wanted to split their ad budget between people purchasing their own holiday outfits, and people purchasing gifts. They decided to run ads against both goals, optimizing the creative and targeting to make sure they were reaching the right kinds of shoppers.
The brand implemented Pinterest’s new direct links feature to make it even easier for people to visit their site and checkout. Direct links streamline the shopping experience, making it simpler for someone to click from a Pinterest ad, to a retailer’s own site. With this set up, potential customers could get inspired and act, all within the same session.
Ads showed curated product ideas, displaying all the ways Urban Outfitters could help holiday shoppers find the perfect picks. For example, ads featuring the brand’s unique Stocking Stuffers led to a curated part of the brand’s online gift shop. Meanwhile, fashion ads clicked through to a special holiday fashion collection.
“
Similar to Millennials, our core Gen Z audiences crave authenticity and a sense of discovery. We wanted our Pinterest campaign to feel like a curated treasure hunt, with a mix of inspiration and gotta-have-it gifts. The direct links made that ‘aha’ moment as easy to act on as possible.”
Chris Worthington
Head of Marketing & Ecommerce, Urban Outfitters
The team’s new strategy drove a significant boost to their bottom line, with 50% more conversions compared to the previous year.1 Urban Outfitters is excited to continue testing the power of Pinterest’ shopping solutions.
Tips for your next campaign
Try these Pinterest best practices to help get more out of your ads.
Get the most out of full funnel and lower funnel campaigns by implementing direct links.
Experiment with different lower funnel solutions to see what’s best for your own brand. Our flexible solutions help you create tailored plans for every season.
Start your holiday campaigns early, because people start looking for holiday ideas long before they buy.