Pinterest Marketing Case Study

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.

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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

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Phase I

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 II.

March - May, 2021

3 Campaigns 

10 Ad Groups

15 Ads

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Phase II

Expanding our audience using the learnings from Phase I to increase both the quality and quantity of our key performance metrics.

June - September, 2021

3 Campaigns 

7 Ad Groups

19 Ads

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Phase III

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)
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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

$35.91

Cost Per Site Session

0:27

Session Duration

Campaign highlights

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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%

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Highest Performing Video

Get Vaccine Answers

  • Amount Spent - $26,554

  • Impressions - 5,040,026

  • Pin Clicks - 4,573

  • CPC - $5.81

  • CTR - 0.09%

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Highest Performing Carousel

Get Vaccine Answers

  • Amount Spent - $52,272

  • Impressions - 10,001,831

  • Pin Clicks - 12,730

  • CPC - $4.19

  • CTR - 0.12%

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I was most impressed by their agility, quick to respond, and the feeling that they were our teammates through and through. They were super reliable, always there to answer any questions that we had throughout the process. I'm looking forward to working together with Llama Lead Gen in the future.

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Laurie Keith

VP of Media, Social & Emerging @ Ad Council

Pinterest post click metrics

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27,699 Website Sessions

171,979 All-Platforms Average

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3,159 FAQ Views

4,641 All-Platforms Average

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0:27 Average Session Duration

0:19 All-Platforms Average

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11.4% FAQ Conversion Rate

1.3 % All-Platforms Average

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2.3 Pages Viewed Per Session

1.9 All-Platforms Average

Are you ready to take your Pinterest digital marketing campaigns to new heights?

Do you have revenue goals to meet? Launching a new product? 

Do you lack the bandwidth to develop a holistic marketing strategy on your own? 

The Llama Lead Gen team is a team of experienced marketing professionals in everything from lead generation, SEO, marketing automation strategy, and everything in between. Connect with our team and let us help you achieve your marketing goals.

Get an in-depth look at our strategy for Ad Council for each of these channels:

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