“For any retailer, this is exactly the phase when you want to be reaching them. “What blew us away was how many searches contained the word ‘idea.’ This means shoppers are using Pinterest as an idea starter while they're still in the consideration phase,” explained Ashley Rives of Wavemaker. Notes the site, “Kenshoo provided the advanced reporting and optimization tools that helped IKEA and Wavemaker save time, understand what was working, and make changes on the fly, like identifying the best-performing keywords and increasing their bids.” The retailer is the first brand to launch a search campaign through Pinterest’s self-serve platform.
Further, the home category is booming on Pinterest, with a 75 percent increase in home pins in 2017 over 2016.”įor the campaign, IKEA worked with media strategy and execution agency Wavemaker, along with Pinterest marketing partner Kenshoo, and used Promoted Pins to link their product to certain keywords, like “dorm ideas” and “dorm room organization.” How to bid: Select Automatic to have Pinterest manage your bids, or select. How it works: Help people discover your brand, products or other services. Choose the campaign objective that best reflects your business goals, then.
are on Pinterest, and 72 percent of people on the platform use it to find ideas for their daily lives. Your campaign objective determines how you and what ad formats are available to promote. To reach all these potential customers, the retail giant knew that Pinterest was a great fit. Students are packing themselves into dorm rooms and small apartments, getting themselves set up for the academic year-hopefully with style and without breaking the bank. The goal of the campaign, which was run last summer, was to drive traffic to the site and to increase the student-consumer awareness of dorm products it was also to push visits to their brick-and-mortar retail locations, as the majority of IKEA’s sales take place in-store.Īs Pinterest explains, “Back-to-school season is big for IKEA. IKEA's campaign focused on driving both in-store and online engagement among student Pinterest users courtesy Pinterest.
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