Pinterest Case Study
Pinterest is often called ‘the last positive corner of the internet’. People come to the platform to focus on themselves and not on others. That’s why we think that this platform is significantly undervalued in the marketing mix of lifestyle brands in 2024. This marketing channel intersects search, social, and commerce, making it quite relevant in the world of disappearing cookies and digital landscape shifts.
According to Pinterest’s own data, 89% of users utilize the platform for purchase inspiration, and 47% of users log on specifically to shop, indicating its robust potential for driving consumer behavior and purchases. Moreover, the visually rich and discovery-driven nature of Pinterest makes it ideal for showcasing lifestyle products, fostering deeper engagement, and building brand loyalty through creative and highly targeted content.
To prove our statement, we’ve compiled this Pinterest case study about our recent successful campaign with Dorko, a prominent regional streetwear fashion brand. We managed to demonstrate the effectiveness of Pinterest ads within 5 months, achieving a 25x return on ad spending.
Analytics graph from 09.2023 to 01.2024 – Pinterest case study
Business Challenge
Dorko is a big spender in the Central European market, allocating hundreds of thousands of euros to its annual budget, primarily on Meta, Google, and TikTok. We took over their TikTok channel more than a year ago with significant doubts about this channel.
However, we were aware that this product category not only has its most significant presence and maturity on Pinterest but also that the platform is hugely significant in Gen Z marketing — a key demographic for a streetwear brand targeting this audience. Despite this alignment, we could initially only support our reasoning with general trend data.
Streetwear category has the most activity on Pinterest e.g. in France – Pinterest case study
Solution
Before we dove into the Pinterest universe, we analyzed the data from other ad platforms, conducted some social listening, and utilized the Pinterest trend analysis tool. Our initial analysis focused on identifying patterns and trends that could inform our Pinterest strategy.
- What are the products users purchase on other channels?
- Which set of products work best as a bundle?
- Which offer structure works the best?
To determine the best product bundles, we analyzed shopping behaviors and preferences. We found that users frequently purchased complementary items together, such as sneakers with sportswear or accessories like hats and bags, which led to a 35% increase in average order value (AOV).
8 Powerful Ways to Increase Your Average Order Value
- Highlight Higher-Priced Plans: Utilize web design to draw attention to higher-value options, using colors and layout strategically to make these plans more appealing.
- Discounted Upsells After Order Completion: Instead of a thank you page, direct customers to an upsell page offering related products at a discounted rate, which has proven effective in increasing AOV.
- Minimum Dollar Threshold for Free Shipping: Setting a minimum order amount for free shipping encourages customers to add more items to their cart to avoid shipping fees.
- Cross-Sell Related Products: Suggest complementary items during the checkout process, ensuring these suggestions add value to the customer’s purchase.
- Bundle Products: Create product bundles that offer more value together than individually, which encourages customers to buy more.
- Loyalty Programs: Implementing gamified loyalty programs, such as those used by Starbucks, motivates customers to spend more to unlock rewards.
- Personalized Recommendations: Use data-driven insights to recommend products tailored to individual customer preferences.
- Subscription Models: Offering a subscription service can provide steady revenue and often leads to higher average spending per transaction.
Additionally, we reviewed different offer structures, such as discounts, limited-time offers, and exclusive bundles, to identify which drove the highest conversion rates. Our data indicated that limited-time offers and exclusive bundles were most effective, increasing purchase intent by 40% compared to standard discounts.
Based on these analytics, we began testing various products, campaign types, and offers with broad targeting to assess initial performance. We implemented dynamic ad testing, utilizing A/B testing methods to compare different creative approaches and promotional strategies.
After identifying the top-performing images and offers, we requested more of that type of content from Dorko’s content team.
Dorko’s Pinterest board – Pinterest case study
Pinterest Advertisement Results
Just one month into our journey, our Pinterest experiment began revealing its potential for exceptional lifestyle branding. By the third month, it was unmistakably clear that Pinterest was the perfect match for Dorko’s products, resonating deeply with the lifestyle branding strategy we envisioned. And by month five? We achieved a 25x return—far surpassing any of our initial expectations.
This Pinterest case study shows how well things can go when you pick the right spot and plan carefully. It proved that Pinterest can really help brands like ours grow big.
The Pinterest Autumn 2024 Trend Report
Pinterest’s Autumn 2024 trend report shows exciting changes in fashion and beauty as people get more creative and bold. In fashion, we’re seeing a big rise in unique styles, with searches for “leopard print jeans” up by 2,990% and “jersey with skirt outfit” increasing by 2,000%. This season, people are loving standout pieces like “balloon skirt outfits,” which have jumped by 1,765%, and “camouflage outfits,” up by 2,295%.
In beauty, trends are all about vibrant and expressive looks. For example, searches for “honey brown curls” have soared by 7,770%, and “fox hair color” is up by 1,530%. Nail art is also trending, with “bow nail designs” seeing a 2,220% increase and “Japanese-inspired nails” up by 600%. These trends show that this autumn is all about making bold and stylish choices in both fashion and beauty.
You can access the trend report here.
New Pinterest Trending Tool
Pinterest Trends is a powerful tool designed to help brands, marketers, and content creators understand emerging trends on Pinterest, allowing them to tailor their strategies effectively. By providing insights into what is currently popular, Pinterest Trends enables users to see the top search terms over the past 12 months and track how interest in different topics changes over time. This can be incredibly beneficial for brands looking to stay ahead of the curve, as it allows them to create content that resonates with their audience’s evolving interests.
One of the key benefits of Pinterest Trends is its ability to offer real-time data on trending topics, which can help businesses identify new opportunities and adapt their marketing strategies quickly. For instance, a fashion brand can see which styles, colors, or clothing items are gaining traction and align their product lines and promotional efforts accordingly. Similarly, a beauty brand can discover rising interest in specific skincare ingredients or makeup techniques and create targeted campaigns that address these trends.
Moreover, Pinterest Trends can help brands optimize their content for better engagement. By understanding what users are searching for, businesses can create pins that are more likely to appear in search results, increasing their visibility and reach. This data-driven approach can lead to more effective marketing strategies, higher engagement rates, and ultimately, better conversion rates.
The ‘glow up tips” search word is trending more than ‘beauty’ on Pinterest
Another significant advantage of Pinterest Trends is its ability to inform product development. By analyzing trending search terms and topics, brands can gain valuable insights into consumer preferences and needs, which can guide the creation of new products or the improvement of existing ones. This proactive approach to product development can give brands a competitive edge and ensure they meet the demands of their target audience.
Pinterest Trends also facilitates better collaboration with influencers and content creators. By sharing trend data, brands can work with influencers to create content that aligns with current interests, making their campaigns more relevant and impactful. This synergy can enhance the effectiveness of influencer partnerships and drive greater engagement.
In conclusion, Pinterest Trends is an invaluable tool for brands and marketers looking to stay ahead in a dynamic digital landscape. By providing real-time insights into emerging trends, it helps businesses tailor their content, optimize their marketing strategies, and develop products that resonate with their audience. Embracing Pinterest Trends can lead to more informed decisions, improved engagement, and a stronger market presence.
