P&Co

P&Co, a brand already positioned as one of the UK’s most exciting up and coming independent lifestyle brands, has been successfully utilising social media since the brand’s inception.

As social advertising continues to be such an important part of the brand’s marketing, we wanted to explore additional social avenues outside of Facebook to see how we could further boost their online success.

The Brief

As ‘ROAS’ and conversion rates on Facebook’s own ad networks have naturally declined across the industry due to high competition, we wanted to explore Pinterest as a potential channel for increasing revenue.

As P&Co already have a strong identity as a lifestyle brand, we believed that their content would naturally resonate on this platform as Pinterest tends to be more intent-driven with users actively looking for inspiration, often with the intention of making a purchase.

P&Co agreed with this, and were on board for testing Pinterest to go alongside their current organic strategy they have on the channel.

The Goals

Test Pinterest as a social advertising platform for increasing website conversions
Finding the balance between brand awareness and conversion-based ads.
Leverage the female-centric user base of Pinterest for ad targeting

The Solution

As paid social continues to be a crucial part of P&Co’s marketing, we knew that they already had an incredibly active online audience and wanted to find additional ways we could target them with their content.

After agreeing to proceed with testing Pinterest as a platform for paid advertising, we researched how best to leverage the user base and their behaviour on the platform to increase the success of our ads.

Pinterest Strategy

The main goal for this platform was to target new customers, focusing primarily on female users in the United States as this demographic is more prominent on the platform.

Using the allocated budget reserved for this platform, we decided to only focus on one area than spread the budget too lightly across each stage of the funnel. As targeting new customers typically has a lower ROAS compared to targeting existing customers, establishing the potential for this audience was really important for understanding how to best utilise our budget.

Campaign Set Up

We set up a conversion campaign that would promote the ‘hero’ and ‘best-selling’ items from the latest collection. With Pinterest ads, as well as targeting users based on common metrics such as age, gender and location, you can also add in keywords. This makes the platform almost a mix of Google ads and Facebook ads.

Using this keyword functionality meant that we would be able to target new customers who are more likely to convert as they have already expressed a high intent to purchase as were already searching specific keywords and phrases that matched P&Co products.

The Results

Initially, the results generated from this platform were varied and we found that there was around a 2 week lead time before we saw any conversions. We found that this is due to the nature of Pinterest and users would generally pin an item and then go on to purchase at a later date.

After around two weeks we found that certain items were performing really well with a ROAS of 8 on some items and up to 12 on a women’s tote bag from their latest collection.

With the items that weren’t performing, the spend was reallocated after 3 weeks to the best-performing items. This left us with a list of bestsellers on Pinterest which became an always-on campaign that could be added to with new collections and then refined after the conversion lead time to maintain a good performance with Pinterest friendly items.