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Wolfgang Digital is an equal opportunity employer committed to fostering an inclusive workplace
Caseys Furniture has been a supplier of high quality furniture in Ireland for 100 years. Previously active on Meta, they reached a limit on ROI. We turned to Pinterest to see if we could increase ROI on high ticket items with a targeted audience.
Caseys sell a wide range of products, including high margin items such as sofas, dining tables and rugs. These items have a longer consideration period and as a result, proved difficult to sell on Facebook & Instagram. This meant that we had to focus on lower cost items, limiting ROI. We turned to Pinterest to help solve this challenge. Our research on search intent showed that Pinterest users are more qualified for purchasing higher value items. Pinterest also gave us an opportunity to target a younger demographic (25-34 year olds) who are more engaged with Caseys on Pinterest than on other platforms.
Pinterest is a unique combination of social media and search engine that is particularly useful for finding inspiration and ideas, with 97% of searches being non-branded. We know that 85% of Pinners use Pinterest while planning new projects like home design, so we knew that with the right strategy we could help Caseys reach high-intent homemakers looking for furniture. As Pinterest is a channel with a longer consideration period, we used their recommended 30-30-30 attribution window (30 day post-click, post-engagement, post-view). Below are some of the key aspects of the strategy:
The key to our success on Pinterest? Shopping campaigns! Similar to Meta’s dynamic product ad format, Pinterest shopping campaigns use a product feed to match products with users in-market for those products. The single image ad format relies on high quality product images on the website, which are then shown to relevant users on Pinterest. Our shopping campaigns were a huge success, with a 17% higher ROAS compared to Meta. But the real impact was the types of products we sold through these campaigns. Casey’s sold 11 sofas and other high-value items, which contributed to a strong long-term ROI. By using both Meta and Pinterest together, we were able to sell a wider range of products than we could with Meta alone.
Our Pinterest strategy, delivered a 21% revenue uplift from Social and smashed our target and achieved a ROAS of 14.6. This was a 54% increase over the ROAS from Meta from the same period using a similar attribution window (28 day post-view/click). Using Pinterest’s tag, we were able to see that the products being purchased through Pinterest had a much higher value than those purchased through Meta. The average order value (AOV) from Pinterest was double that of Meta and even on par with Google Ads. For a social channel this is massive.
We successfully increased engagement among 25 - 34 year olds, who are traditionally Caseys’ third most engaged audience. On Pinterest, this audience made up 43% of all engagers. This boost in consideration for Caseys among this audience presents a massive opportunity for future growth.
Overall, this new two-channel strategy led to Caseys’ biggest month ever on Social and provides a successful model for scaling Pinterest in the future. When combined with Meta, it allows retailers to have full coverage on all products in their inventory, regardless of the consideration period.
Social Revenue Growth
25 - 34 y/o engagement
ROAS
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