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:
- Just like Google Ads, Pinterest allows keyword targeting. So what better way to start than by pulling keyword insights from Google Ads and feeding them into the Pinterest strategy? We also targeted interest groups related to Home Decor and Home Planning.
- Keyword targeting allowed us to identify and target high-intent activity, allowing us to focus heavily on the ‘consideration’ stage of the funnel - similar to a paid search strategy. We showed relevant users trending styles for high value categories like sofas and dining.
- For the action stage, we promoted Pinterest Shopping campaigns, retargeted users who had engaged with our consideration pins, and used a Black Friday conversion pin to drive action. We also used the Pinterest tag to target users who had visited the Caseys website from other channels.