Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Pinterest Marketing Campaign Example and Case Study & KPI

333 views

Published on

Have you tried Pinterest for Business to surface demand for your brand and services? In this case study we are sharing insights, KPIs and tipps.
--> More on https://wittigonia.net/en/pinterest-digital-marketing-case-study-kpi/

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Pinterest Marketing Campaign Example and Case Study & KPI

  1. 1. Pinterest for Business CASE STUDY & KPI WITTIGONIA digital WITTIGONIA.NET @WITTIGONIA
  2. 2. Thomas Wittig @WITTIGONIA
  3. 3. Starting Point Our Client: ▷A locally, regionally leading brand with a strong position in search. ▷Health and nutrition industry. ▷Products: Upcoming workshop event series. Health/Nutrition services. The Brief: ▷Generate awareness and conversions for an upcoming event. ▷Surface demand from the local/regional target audience. ▷High affinity to the healthy nutrition and lifestyle. WITTIGONIA digital WITTIGONIA.NET @WITTIGONIA
  4. 4. Why did we choose Pinterest? ►Audience looking for inspiration. ►Visual search engine. Visual orientation of content. ►High growth in respective market. ►Affinity to the healthy lifestyle and DIY. WITTIGONIA digital WITTIGONIA.NET @WITTIGONIA
  5. 5. The Unknowns ➢Can we build an Audience and Funnel in a short period of time?Reach ➢Does the Traffic have a high Affinity to the products?Quality ➢Can we attract regional visitors? (local SEO)Relevance ➢Can we surface demand and conversions?Conversion ➢Are the advertising cost supportive or prohibitive relative to the given product pricing?Efficiency WITTIGONIA digital WITTIGONIA.NET @WITTIGONIA
  6. 6. Agile Approach Content ►Pins from existing content. ►Implementation of schema to display rich data in pins. Targeting ►High affinity. ►Regional approach. ►Keywords to narrow down scope an geographical spread. Campaigns 1. Awareness campaign → Audience Build up. 2. (Re)-Targeting campaign. 3. Conversion oriented campaign. WITTIGONIA digital WITTIGONIA.NET @WITTIGONIA
  7. 7. Marketing Funnel Metrics (2 week results) Total Audience Interacting Audience Conversion (Web) 2.4k130k WITTIGONIA digital WITTIGONIA.NET @WITTIGONIA Source: Pinterest Analytics Source: Pinterest Analytics Source: Google Analytics
  8. 8. Pinterest Audience Insights: Affinity WITTIGONIA digital WITTIGONIA.NET @WITTIGONIA Source: Pinterest Audience Insights for this campaign in our case study. Sort by «Affinity» then drill down into interest by category. This surfaces insights for the target group’s preferences and provides inspiration for content and campaign targeting.
  9. 9. Audience Build Up ►Rapid build up ►Engaged Audience in short time ►Engagement Rate = 1.9% WITTIGONIA digital WITTIGONIA.NET @WITTIGONIA Source: Pinterest Analytics
  10. 10. Efficiency and Return ►CPC = € 0.67 ►CPA = € 4.21 = (400/95) ►CTR = 16% (Pinterest → Web) WITTIGONIA digital WITTIGONIA.NET @WITTIGONIA Source: Pinterest Analytics
  11. 11. Mobile User and Engagement Interacting Audience 6-10x Mobile Audience 2.5x Engagement rate Engagement by Device WITTIGONIA digital WITTIGONIA.NET @WITTIGONIA Source: Pinterest Analytics Source: Pinterest Analytics
  12. 12. Pin Ads Stats and Metrics ►Close up rate = 1.9% ►Click to Close-up Ratio = 16.3% WITTIGONIA digital WITTIGONIA.NET @WITTIGONIA Source: Pinterest Analytics
  13. 13. Key Insights ►Demand can be surfaced very quickly and efficiently. ►Local, regional targeting is possible but still somewhat limited. ►The engagement rate and click rate may be somewhat low. ►Keep an eye on the “Click to Close-up Ratio” to pick winning Pins! ►Mobile friendliness is key: Pins and Pages! ►Pins with rich data convert higher. ►Engaged Audience has a duration of 1 month. Requires continuous nurturing. WITTIGONIA digital WITTIGONIA.NET @WITTIGONIA
  14. 14. Need Help? Check out our digital agency. Contact us to discuss your requirements. WITTIGONIA.net
  15. 15. Discover us on Pinterest pinterest.com/wittigoniadigital

×