Paid Social Win Using Pinterest ads
Among the three major telecom and wireless service providers in Canada, one of them had difficulties in implementing effective strategies for paid social campaigns. Although the company was very active on Meta, it had little presence on other platforms such as Pinterest.
Pinterest is a positive and inspiring social media platform where users look for their next purchase – it can be a phone, vacation or a credit card. This makes Pinterest a good channel for telecom advertisers to target potential customers who are in the awareness or consideration stage of the buying process, thus an opportunity for telecom advertisers to promote relevant phone plans.
Usage of social platforms also increased during the pandemic and advertisers wanted to leverage this trend and hence boosted their spending on paid social campaigns. For the Q4 2021 holiday season with the concept of the ‘return to normal’, the telecom provider expected the customers to spend more. Following the insights from the Back-to-School campaign, the team from my company came up with a plan that would help the company enhance its position and achieve better outcomes on Pinterest.
Here’s what the creatives looked like. We used a mix of brand colors and clear messaging to make it appear as organic as possible.
Results
Awareness Layer: We secured Pinterest’s Premiere Takeover product for Black Friday Cyber Monday, which got about 30% of the target audience engaged during the three-day period.
Mid-Funnel Tactics: The team also suggested the use of carousel ads and worked with the creative team to come up with custom creative and a new concept called Gift Tuner “hack” to increase user interaction.
Lower Funnel Activation: For the final stage, we introduced shopping ads and thus made this telecom provider the first in Canada to use shopping ads in the telecom category.
All ad formats were designed following best practices and included the insights from the Q3 Back-to-School campaign in order to create a seamless and data-driven journey through the funnel.
- Reached a unique audience on the platform that remembered their ads.
- Creatives were relevant to the customers as they recalled the ads almost +2.7 points higher than usual.
- Offers and messaging was strong enough to drive action intent i.e. customers were willing to purchase a Rogers phone plan in the future.
- Overall Rogers received +20% higher purchases for their phone plans resulting from Pinterest.
If you’d like to learn more about Pinterest, there’s a learning academy you can find here.
If you’d like to learn about our other case studies, check it out here.
