Holzkern
Holzkern set out to win the peak retail season by cutting through the noise to reach Pinterest’s high-intent shoppers. With a new creative approach, they unlocked a more immersive shopping experience resulting in driving an uptick in clicks, conversions, and overall performance.
Goal
Holzkern, a direct-to-consumer brand known for its nature-inspired watches and distinctive jewellery, aimed to bring its timeless pieces to more shoppers, at scale.
The Q4 peak season presented the perfect opportunity—a pivotal period for gifting and retail. Holzkern aimed to drive online sales by capturing shoppers as they planned, discovered, and ultimately made their purchase decisions. With competition intensifying across the jewellery and accessories category, the brand needed to stand out.
At the same time, Holzkern wanted to improve the efficiency of its always-on performance activity, driving more conversions without increasing acquisition costs. This meant exploring new ways to engage shoppers beyond traditional static formats, while maintaining strong lower-funnel performance.
Pinterest was a natural fit for this objective. As a platform where people actively seek inspiration, save, and shop, especially around gifting moments, it enables brands to reach shoppers early in their decision-making journey and capture demand as it unfolds.
Strategy
To bring this vision to life, Holzkern focused on creating a more immersive and seamless shopping experience.
At the heart of the approach was a test-and-learn strategy designed to evaluate whether richer, more engaging creative could outperform traditional conversion campaigns. Holzkern set up a controlled experiment in the German market, testing Max Width with Collections ads against their business-as-usual conversion activity over the same time period.
The Max Width with Collections ads allowed the brand to bring storytelling and shopping together within a single ad experience. When shoppers engaged and clicked, they were taken to a full-bleed, cinematic hero asset showcasing Holzkern’s nature-inspired signature style, meanwhile a curated selection of secondary assets enabled shoppers to explore more products. With the direct links feature automatically embedded, shoppers could move seamlessly from discovery straight through to purchase on Holzkern’s website.
To measure efficiency, the campaign was supported by a conversion-focused setup, including the Conversions API which ensured that all engagement signals were captured, measured, and reflected in performance.
By structuring the campaign as a like-for-like test, Holzkern could compare performance side by side. This gave them a clear view of incremental reach and impact, while also showing how Pinterest drove lower-funnel performance through the peak season.
“
Pinterest has been a key partner in helping us reach high-intent consumers in a more immersive, shoppable way. The Max Width with Collections format fit perfectly with our creative and performance strategy, enabling us to tell our brand story while driving meaningful lifts in both engagement and conversions.”
Roman Melnicin
Performance Marketing Analyst, Holzkern
Results
The results delivered on every front. Just as Holzkern set out to do, they turned Q4 into a high-performing conversion engine.
When analysing campaign performance, the test showed clear incremental gains, with Max Width with Collections outperforming business-as-usual conversion campaigns and driving more engaged, higher-quality traffic. Overall, the campaign delivered a +150% higher click-through rate,¹ alongside a +15% increase in conversions¹ over the same period, proving that more engaging formats can unlock even more valuable results.
Together, these results highlight a clear opportunity: being present in the moments when decisions are already taking shape, with creative that stops the scroll and brings the magic of online shopping to life.
+150%
Higher click-through rate¹
+15%
Increase in conversions¹
Resources
Bring your products to life with Collection ads
Showcase multiple products in a single ad using a combination of one hero asset followed by secondary supporting visuals. And once someone taps into your Collections ad, they’ll be taken to a full-screen experience—capturing their full focus and attention. Learn more.
Get set for peak season 2026
Already thinking ahead for this year’s peak moment? Great, because Pinterest shoppers are too. Here’s your go-to guide for planning peak on Pinterest, packed with insights, strategies, and best practices to help you win the Q4 moment. Dive in.
Tap into marketing moments all year round
While Q4 is of course a key moment, Pinterest enables brands to connect with shoppers year-round. Engage with them as they plan, save, and shop, and build extra momentum across key retail moments. Use this guide to stay present, relevant, and ready to capture demand as soon as it unfolds. Get the guide.