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Conversions

A shopping campaign brings a full-funnel vision into focus for Zenni

Zenni

Black, white and Latin women wear glasses and colorful dresses. Plant and trees in the background.

Shopping ads and expanded targeting brought Zenni higher awareness.

Are glasses clothing? A health aid? A beauty product?

Zenni says yes, yes and yes. And the online eyeglass retailer wanted to expand their media strategy to take all of those possibilities into account. The company has had an eye on innovation since the start, when they set out to offer affordable glasses that make people look like a million bucks. They’re always looking for a new angle and new areas to expand into.

When they heard about Shopping ads on Pinterest, they saw an opportunity. They wanted to reach out to new fashion, beauty and other audiences, but do it with a campaign that would fuel their entire sales funnel, from awareness to conversion.

64%

increase in Pin awareness1

11%

increase in action intent1

Two Zenni Pins: at left, top part of Pin is an blueprint for an ergonomics diagram with the word “ergonomics” above. Bottom part is an aerial view of a woman sitting at a keyboard and monitor. Words above it read vision ergonomics, healthy workspace for your eyes. Pin on the right has several tortoiseshell eyeglass frames on a white background. Text reads ivory tortoiseshell.
Two Zenni Pins: at left, top part of Pin is an blueprint for an ergonomics diagram with the word “ergonomics” above. Bottom part is an aerial view of a woman sitting at a keyboard and monitor. Words above it read vision ergonomics, healthy workspace for your eyes. Pin on the right has several tortoiseshell eyeglass frames on a white background. Text reads ivory tortoiseshell.

From inspiration to purchase
Shopping ads include helpful details like price, availability, reviews and promotions. They invite people to click through to an advertiser’s website for more information and to purchase.

Zenni had already experimented on Pinterest—they were used to targeting different keywords, testing creative variations and trying different messaging to learn what works best. After uploading their product catalog to Pinterest, they created both single-image and collections shopping ads.

They also expanded their targeting to include keywords in fashion, beauty and health—as well as in electronics and video games to promote their Blockz blue-light glasses. Results from their Pinterest Brand Lift study showed impressive lifts in action intent—meaning people on Pinterest intend to take an action like purchasing.

Results and next steps
Zenni’s shopping campaigns had a 60% higher return on ad spend than other simultaneous shopping campaigns according to their Pinterest Brand Lift results.1 Overall, they saw lift across all metrics: brand awareness, Pin awareness and action intent. The numbers speak volumes about the possibilities of shopping on Pinterest, and the opportunity for Zenni to continue trying new things, reaching new audiences and building on past success.

“

One of the reasons we love Pinterest is that we have access to so much audience data, which allows us to be very specific with our spend and our creative.”

Deanna Dawson 


Head of Social Media & Content Marketing, Zenni Optical

Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.

1.
Upload your product catalog to Pinterest and ensure images are optimized based on Pinterest’s creative best practices. For example, choose images that are vertical and high-quality so they really pop.

2.
Consider creating collections ads to showcase your products. Testing imagery and messaging in this format is a great way to see what delivers the most conversions.

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