A Pinterest Consideration campaign helped Make it look easy’s team to find and connect with their ideal audience at a $0,12/click price. This case study will show how effective a Pinterest ad could be when it is done right.
The average cost for Pinterest ads in 2021 was around $1.50 per click, compared to approximately $3.56 per click for Instagram.
The client – Make it look easy
Make it look easy was created by Nat Tucker who is a Personal Stylist, Interior Stylist, and Style Mentor with over 30 years of experience in styling and is on a mission to empower women to take control of their wardrobes so they can shop smarter, dress with ease, and stress less while coming home to a space they love.
PINTEREST ADS
Pinterest could be a very effective advertising tool. Ads are 2.3x more efficient cost per conversion and 2x higher return on ad spend for retail brands than ads on social media.
On Pinterest, content isn’t chronological—it’s personal. The content shows up right as people are looking for something to try, buy or do. People are here to find new ideas and take action, rather than simply liking other people’s posts or scrolling through the latest news. That means they’re actively seeking content from brands, merchants and creators.
MAKE IT LOOK EASY CHRISTMAS CAMPAIGN
Make it look easy “12 Days of Christmas Styling Tips” campaign was everything that a women could wish for during the busy Holiday Season. 12 free, short and easy to follow videos on how to pull together fab, festive looks in minutes and how to turn any room into an inviting space for entertaining guests, relaxing at home, or making memories together with friends and family.
As this was the first step of a very effective sales funnel the cost of this mini-course was only an email address. The objective of this campaign was to get more traffic to their special landing page so we ran a consideration campaign to achieve this goal.
We were targeting cold audience using interests and keywords.
The daily budget was $25/day that was recommended by Pinterest. The daily budget was set considering that the ad was running during the very competitive Holiday Season when most companies are advertising.
We let Pinterest divide the budget in between the different creatives.
The campaign ran from the 7th of December to the 8th of January in two stages.
Stage I.
- from 7.12.2022 to 31.12.2022
- Christmas Styling focused keywords in the title and description
- 3 different creatives – 2 static and a carousel pins
Stage II
- from 1.01.2023 to 7.01.2023
- more general keywords around wardrobe and interior styling in the title and description
- we changed the creatives but kept the structure 2 static and 1 carousel pins
The result
The campaign was very successful and helped Make it look easy’s team to connect with their ideal audience at a $0,12/click price.
| Total Spend | $749,97 |
| Impressions | 312 532 |
| Pin Clicks | 6 629 |
| Click-Through Rate | 2,13% |
| Cost Per Click | $0,12 |
| Outbound Clicks | 3022 |
Make it look easy’s team was very happy with these results so they decided to invest more in Pinterest advertising.
As Pinterest’s algorithm learns more and more about their company and ideal audience the campaign will be improved and will have better and better results in most cases.
