Choosing The Right Pinterest Tactic
5.15.14
Megan West
Manager, CRM, Digital & Recipe Strategy
ConAgra Foods
Our brands are in 99% of homes
A CRM program that strives
to help busy moms and
dads solve the weeknight
“dinner dilemma”
Recipes are our currency.
7ingr...
Why Pinterest?
Wrong Question.
Don’t start with
channel.
Or tactic.
Always…
Always…
Start with Business Objectives!!!
(Selling stuff is the reason we all have jobs)
ReadySetEat OGSM (simplified)
Drive incremental sales of ConAgra
Foods brandsObjective
What do you want
to achieve?
Drive ...
Step 1
Test Design and
Treatment Execution
A stimulus website,
CRM program, etc. is
applied to a group of
consumers
Step 2...
How do we know Pinterest will drive Recipe Visits?
3 Pinterest
Case Studies
1. Pinterest Sweepstakes (Pin it to Win it)
Challenge: Can a “Pin It to Win It” sweepstakes to determine if running a prom...
Pinterest Sweepstakes (Pin it to Win it)
Good For:
• Starting a Pinterest
presence – builds a base of
followers
• Driving ...
2. Pinfluencer Campaigns
Challenge:
Can we use influencer pinning to drive recipe
traffic & newsletter sign ups?
Solution
...
Clicks: 2,493
Clicks: 926
Clicks: 951Clicks: 1,241Clicks: 1,472Clicks: 1,607
Clicks: 771Clicks: 782Clicks: 823Clicks: 905
...
Pinfluencer Campaigns
Good For:
• Campaign-focused
activity
• Use with other influencer
campaigns
• Limited amount of cont...
3. Organic Pin Management
Challenge: Driving scale traffic from Pinterest – not enough internal
community management resou...
Source: Ahalogy test
Source: Ahalogy test
Organic Pin Management
Good For
• Ongoing presence on
Pinterest
• Driving steady earned traffic
to your content
• Robust s...
That’s it for boring case studies!
Let’s talk about content!
Start with data and insights
Visuals Matter
Treat it like SEO
Make the content work hard
Test and test again
Start with insights
Start with Insights
Use your data!
Visuals matter
Our photography has evolved
Cropping alone can improve the visual
28 repins 319 repins
11x
Repins
Example Pin
0.5 Height/Width Ratio
Uncropped
Cropped
Aggressive vertical crops win on Pinterest
Treat it like SEO
Keywords Matter
Write Pin descriptions in
language real people use when
searching.
Make sure the content is viewable across devices.
(and add the Pin-It button to your content)
Pinterest Visits to ReadySet...
Make the content work
hard
Test and test again
Be a Nerd.
Get curious.
A/B tests
Create your own playbook
Thank you!
Using Pinterest strategically to meet brand objectives – How to choose the right tactic (Megan West, ConAgra)
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Using Pinterest strategically to meet brand objectives – How to choose the right tactic (Megan West, ConAgra)

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ConAgra Foods’ Digital Marketing and PR/Social team members Megan West and Jenna Rice share how they strategically grew ConAgra’s ReadySetEat Pinterest page through testing various tactics such as pin it to win it contests, influencer pinning and third party support. You’ll learn which tactics performed and which didn’t as well as how they were able to track actions to actual sales.

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  • We have brands in 99% of homes

  • .
  • Using Pinterest strategically to meet brand objectives – How to choose the right tactic (Megan West, ConAgra)

    1. 1. Choosing The Right Pinterest Tactic 5.15.14 Megan West Manager, CRM, Digital & Recipe Strategy ConAgra Foods
    2. 2. Our brands are in 99% of homes
    3. 3. A CRM program that strives to help busy moms and dads solve the weeknight “dinner dilemma” Recipes are our currency. 7ingredients or less 30minutes or less
    4. 4. Why Pinterest?
    5. 5. Wrong Question. Don’t start with channel. Or tactic.
    6. 6. Always… Always… Start with Business Objectives!!! (Selling stuff is the reason we all have jobs)
    7. 7. ReadySetEat OGSM (simplified) Drive incremental sales of ConAgra Foods brandsObjective What do you want to achieve? Drive XX% lift in incremental sales of ConAgra Foods productsGoal How much? Strategy How will we choose to get there? By providing users with quick and easy Dinner ideas to solve the weeknight dinner dilemma. Measures How will we know when we get there? Drive XX visits to recipe pages Tactics What tools will we will use to employ the strategy? SEM, Content Discovery and Pinterest
    8. 8. Step 1 Test Design and Treatment Execution A stimulus website, CRM program, etc. is applied to a group of consumers Step 2 Identification of Exposed and Unexposed Households and One-to-One match Exposed Test Households Unexposed Control Households Step 3 Measure & Interpret Sales Impact by focusing on purchasing patterns How do we know that recipe visits will drive sales? $3.80 $4.20 Total Brand +11% Unexposed (Control) Exposed (Test) *For illustrative purposes only NIELSEN CATALINA SOLUTIONS web-enabled NIELSEN ad “tag” embedded within ad 10x lift in ROI: Year 1 to Year 3
    9. 9. How do we know Pinterest will drive Recipe Visits?
    10. 10. 3 Pinterest Case Studies
    11. 11. 1. Pinterest Sweepstakes (Pin it to Win it) Challenge: Can a “Pin It to Win It” sweepstakes to determine if running a promotion on Pinterest could drive traffic to recipe pages and newsletter sign ups. (Executed in 2012) Solution: Pin it to Win it contest encouraged consumers to ‘pin’ ReadySetEat entrees, sides and desserts for an opportunity to win a prize pack. Promoted the sweepstakes on the ReadySetEat Facebook page and Twitter handle, as well as the ReadySetEat newsletter. Results • 170% lift in traffic to RSE from Pinterest • Pinterest continued to be #1 referral site (outside of search.) • High drop-off rate for visits from sweepstakes boards
    12. 12. Pinterest Sweepstakes (Pin it to Win it) Good For: • Starting a Pinterest presence – builds a base of followers • Driving awareness of content (focus is pinning, not traffic) Watchouts: • Pinterest cracking down on regulation • Must disclose that pinners are looking for compensation • May not bring in the right target audience
    13. 13. 2. Pinfluencer Campaigns Challenge: Can we use influencer pinning to drive recipe traffic & newsletter sign ups? Solution • Conducted CPC campaign enlisting 150+ top pinners in food to pin ReadySetEat recipes, driving traffic to readyseteat.com and increasing brand awareness on Pinterest • Landing page overlay prompted sign-up Results • 10x avg amount of recipe visits from Pinterest in less than 12 hours • Repins up that day 30x avg. Partner
    14. 14. Clicks: 2,493 Clicks: 926 Clicks: 951Clicks: 1,241Clicks: 1,472Clicks: 1,607 Clicks: 771Clicks: 782Clicks: 823Clicks: 905 Top Pins by Clicks
    15. 15. Pinfluencer Campaigns Good For: • Campaign-focused activity • Use with other influencer campaigns • Limited amount of content • Content that isn’t overly branded Watchouts: • Vendors can’t “pay to pin” - May need to disclose in the future • Expensive for maintaining sustained support • May not have time to optimize content
    16. 16. 3. Organic Pin Management Challenge: Driving scale traffic from Pinterest – not enough internal community management resources to devote to pinning the right content at the right time or optimizing it. How it Worked • Ahalogy managed our presence, pinning content at the right time and used analytics to continually improve. • Robust A/B testing including cropping, text overlays, description optimization, pin frequency and timing. • Landing page overlay organically increased followers Partner Results • Increased traffic by +156% • 197% increase in repins • 62% increase in Pinterest followers • Playbook for pinning content based on extensive A/B testing Recipe Visits from Pinterest 156% increase
    17. 17. Source: Ahalogy test
    18. 18. Source: Ahalogy test
    19. 19. Organic Pin Management Good For • Ongoing presence on Pinterest • Driving steady earned traffic to your content • Robust sets of owned content • Learning what content works Watchouts • Not quick – needs time gain momentum & learning • Resource investment to create and test content • Promoted pins could reduce visibility of organic pins. (Facebook effect) • Pinterest vendors could turn to media as their main model
    20. 20. That’s it for boring case studies! Let’s talk about content!
    21. 21. Start with data and insights Visuals Matter Treat it like SEO Make the content work hard Test and test again
    22. 22. Start with insights
    23. 23. Start with Insights
    24. 24. Use your data!
    25. 25. Visuals matter
    26. 26. Our photography has evolved
    27. 27. Cropping alone can improve the visual 28 repins 319 repins 11x Repins
    28. 28. Example Pin 0.5 Height/Width Ratio Uncropped Cropped Aggressive vertical crops win on Pinterest
    29. 29. Treat it like SEO
    30. 30. Keywords Matter Write Pin descriptions in language real people use when searching.
    31. 31. Make sure the content is viewable across devices. (and add the Pin-It button to your content) Pinterest Visits to ReadySetEat
    32. 32. Make the content work hard
    33. 33. Test and test again
    34. 34. Be a Nerd. Get curious.
    35. 35. A/B tests
    36. 36. Create your own playbook
    37. 37. Thank you!

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