VOLA - Pinterest Campaign
Services provided: Strategy, Creative Campaign, Paid Media
Brief.
As an iconic Danish design brand, VOLA needed to establish a high presence on Pinterest where architects, interior designs and specifiers are active. VOLA briefed us on creating a hardworking business-as-usual strategy, with overlaid spikes of innovative campaigns.
What We Did.
We started by realigning the business-as-usual Pinterest activity to have an SEO approach of matching Boards, Pin titles and descriptions to users' search behaviours.
Once this was nailed, we then layered campaign activity, starting with a design and heritage-focused campaign, centred on Iceland.
The campaign ran across organic and paid activity using static and video creative formats to help build awareness of VOLA across key markets and drive quality traffic through the newly launched 'On Design' section of the website.
Results.
The organic restructuring of the VOLA account led to a 57% increase in organic impressions and 76% increase in engaged users.
The Iceland campaign not only exceeded all targets but it smashed Pinterest industry benchmarks by delivering a 140% more efficient CPM, 94% higher CTR and 80% lower CPCs