Pinterest Marketing Case Study: How We Drove 27K+ Site Visits
Site Visitors
CPV (Cost-Per-View)
Discover how Llama Lead Gen developed a robust Pinterest strategy that effectively informed and educated vaccine-hesitant audiences about the COVID-19 vaccine in one of the largest digital marketing campaigns in history.
Pinterest is a platform where people are looking for inspiration. Pinterest is unique among social platforms because its users are largely going there to discover new products, and they respond well to ads.
Throughout 2021 the Ad Council and Llama Lead Gen collaborated on Pinterest paid ad campaigns broken into three phases. These campaigns were primarily aimed toward rural and conservative Americans. Specifically, Open and Intending (non-Conservative geographies) & Resistant Skeptical (conservative and URM geographies).
The goal of the campaign was to promote and educate users on Pinterest to the benefits and safety of the COVID vaccines, using informative, influential, and credible sources in the ads.
With a $1 million dollar budget, the ads targeted Pinners who lived primarily in rural areas of the US. There were a variety of creative assets that ran across the platform. The creative types included single images, carousels, banners, & custom pins.
The key performance indicators of this campaign include: number of people reached, ad engagement, and site visits.
Pinterest Campaigns
Phase 1
The testing phase, using our audience and messaging assumptions a small cohort was developed and awareness campaigns were designed to target these groups at a high frequency. The primary goal was to spread awareness about the COVID-19 vaccine but secondarily we intended on obtaining more data to optimize larger scale campaigns for Phase 2.
March – May, 2021
3 Campaigns
10 Ad Groups
15 Ads
Phase 2
Expanding our audience using the learnings from Phase 1 to increase both the quality and quantity of our key performance metrics.
June – September, 2021
3 Campaigns
7 Ad Groups
19 Ads
Phase 3
A third round of optimizations was implemented to target the most vaccine hesitant states and parent demographics.
October – November, 2021
2 Campaigns
4 Ad Groups
15 Ads
performance - click-through rate (ctr)
Our performance increased for each phase, with a huge bump for our final Phase 3 campaigns.
Between our optimized targeting and creatives, we saw a significant spike in ad engagement and clicks.
Overall results
$1,000,000
Budget
176,833,377
Impressions
$5.78
CPM (Cost-Per-Thousand Impressions)
$0.14
CPV (Cost-Per-View)
0.76%
VTR (View-Through Rate)
$4.61
CPC (Cost-Per-Click)
0.13%
CTR (Click-Through Rate)
27,846
Site Visitors
43,688
FAQ Clicks
$35.91
Cost Per Site Session
2.71
Average Pages Visited
0:27
Average Session Duration
Campaign highlights
Highest Performing Single-Image
Updated Q&A – Long Covid
- Amount Spent – $56,455
- Impressions – 3,200,938
- Pin Clicks – 44,381
- CPC – $1.27
- CTR – 1.39%
Highest Performing Video
Get Vaccine Answers
- Amount Spent – $26,554
- Impressions – 5,040,026
- Pin Clicks – 4,573
- CPC – $5.81
- CTR – 0.09%
Highest Performing Carousel
Get Vaccine Answers
- Amount Spent – $52,272
- Impressions – 10,001,831
- Pin Clicks – 12,730
- CPC – $4.19
- CTR – 0.12%
Pinterest post click metrics
27,699 Website Sessions
171,979 All-Platforms Average
0:27 Average Session Duration
0:19 All-Platforms Average
2.3 Pages Viewed Per Session
1.9 All-Platforms Average
3,159 FAQ Views
4,641 All-Platforms Average
11.4% FAQ Conversion Rate
1.3% All-Platforms Average
