Pillow Talk
Pillow Talk boost online conversions and ROAS with help from high-impact Premiere Spotlight campaign
Pillow Talk wanted to elevate their online presence. They implemented a Premiere Spotlight takeover, perfectly aligned with their “Style Reset” brand campaign. The retailer coupled the clever use of a high impact ad format with an effective retargeting strategy. The results? They expanded their audience at scale and improved ROAS 21x1.
Pillow Talk are a homeware and bedding specialist retailer in Australia. With over 60 stores, most of their sales come from in-store transactions. The company has had a successful history of using Pinterest as a conversion platform — however, by adding Premiere Spotlight to their marketing mix, they found a new way to help achieve further growth. Pillow Talk effectively landed a high-impact moment that would kick-start a full-funnel marketing strategy.
With just one ad placement, a Premiere Spotlight takeover, Pillow Talk reached a larger, highly engaged audience, driving awareness and expanding their retargeting pool. In the following weeks, they turned their focus to capitalising on the incremental traction and increasing checkouts.
21x
ROAS since implementing Premiere Spotlight1
3.5x
increase in incremental users reached, outside of Pillow Talk’s BAU marketing activity1
Pillow Talk ran a Premiere Spotlight 3-day takeover. This format allows advertisers to showcase their products or capitalise on seasonal moments with exclusive placements on the Pinterest home feed and search pages. The people who saw the Premiere Spotlight placement were then shown ads showcasing Pillow Talk’s product range, moving them down the path to purchase.
To take this a step further, Pillow Talk implemented a retargeting strategy to help boost their conversion rates — retargeting the people who had engaged with the Premiere Spotlight ad through a catalogue amplification campaign. This meant they could re-engage potential shoppers to enhance brand recall and increase sales opportunities.
“
We saw value in Pinterest’s unique reach and audience, our objective was to position ourselves as credible players in the home, bedding and decor category targeting lapsed and new users to our brand. We managed to do this and more. The Pinterest execution alongside our BAU was the perfect mix to achieve this.”
Maddy Naylor
Head of marketing, Pillow Talk
Kicking off their Pinterest campaign with a Premiere Spotlight placement was an effective tactic (and aligned beautifully with their wider “Style Reset” brand campaign). It helped boost conversion rates and saw a 21x return on ad spend1. Additionally, Pillow Talk reached 3.5x more users beyond their regular marketing activities1.
By developing a comprehensive full-funnel marketing strategy on Pinterest, Pillow Talk were able to create a robust foundation for their customer base and dial up their retargeting efforts. This campaign has helped pave the way for new opportunities, achieving Pillow Talk’s overall marketing objective of elevating their online presence while attracting new customers online at scale.
“
As soon as we received the first email, we were committed to making this Pinterest campaign happen. It was a true collaborative effort, going from brief to activation within just 13 days — and the results were incredible.”
Scott McCarthy
Head of programmatic & brand media, Alpha Digital
Tips for your next campaign
Try these Pinterest best practices to help get more out of your ads.
Take your Pinterest ad performance from good to great. Follow Pinterest’s creative best practices to make your ads “pop” within people’s feeds. Learn tactics for producing eye-catching creative, the power of strong text overlays, and why consistent calls to action (CTAs) are essential.
Put your ads centre stage with a Premiere Spotlight takeover. By adding Premiere Spotlight to your marketing mix, you can help maximise reach, visibility and awareness at scale. Got a moment in mind? Secure your slot asap — only a single brand can own the Spotlight placement for a given day or time period, so make sure you book your dates early.
Tap into lifestyle elements. Pillow Talk helped users envision their products in their homes. Bring lifestyle notes and experiences into your ads — help people visualise the goodness of your products and ways to incorporate them into their lives.