Let’s be real. Most of us know Pinterest as a fun app to dream, plan, and be inspired. You can quickly find ideas for your weekend, wedding style, learn how to DIY replacing a headlight, plan the family dinner, and research the best stroller for your growing toddler all in one place. Pinterest is a powerful tool – for more than just ideas.
Pinterest is a growing social platform with over 150 million active users globally. Recognizing the power of this social platform’s presence, Pinterest introduced “Promoted Pins” in 2014. Promoted Pins are paid pins that provide businesses the opportunity to target more people specific to relevant interests. Over the past few years, they’ve expanded their ad capabilities by giving businesses the ability to promote with various goals in mind: engagement, awareness and traffic. Today, you can create “one-tap pins” that take you directly to the site you want right from your feed. “Video pins” provide a new element of interactivity. “App pins” link directly to the app store, making it easy download apps users would find useful on their interests.
It’s important to recognize the unique qualities Pinterest carries as a social media platform. It is extremely aspirational for shoppers. Unlike many platforms, Pinterest has proven to have tremendous buying power. 93% of Pinterest users use this platform to plan purchases and 86% have decided to purchase because of Pinterest.
Knowing these impressive stats, we at Catalyst partnered with Tyson Foods to create a Pinterest strategy. Our three-phase campaign ran over the course of seven months promoting various custom recipes showing how to use prepared foods to create simple, easy and tasty meals. The key was to start with creative that followed the format of a recipe pin for user simplicity, but was also cohesively branded with a similar look. This in combination with relative and popular keywords was a perfect foundation for success. From there, we let people pin away! Our goal was simply awareness. We wanted to educate pinners and encourage them to start considering prepared foods when they need a fast meal idea. In the end, we had a total of 2.9 million impressions across a test of 30 pins. We had a click-through-rate of up to 1.5 percent, costing as low as $0.17 per click. Along with that, anything repinned continues to live on in organic searches and later revisits to pinners’ boards!
Pinterest is certainly a unique but useful social media platform, and our campaigns have pioneered industry benchmarks. If you are looking for ways to amplify your digital strategy with something new, Catalyst has you covered!
