We are running Promoted Pins for many of our clients these days and we are seeing some amazing results. We only encourage them for those with an e-commerce focus and who are willing to pay to acquire a new customer. Pinterest offers you access to a lot of really engaged users and those who are ready to spend. We recommend having a discount code (we actually refer to it as an acquisition code for those who don’t like to “discount their products”) to help fish for users and get them back to the domain.
Recently we ran the above campaign for our amazing client Veestro to promote some of their delicious products. We spent a total of $23.20 and earned 57,000+ impressions served up to a very targeted and specific audience. On top of the reach, we earned 58 clicks to the domain, 67 REPINS to specific boards and 21 LIKES from targeted users.
Promoted Pins have an ancillary benefit in that once you see these REPINS and LIKES you can then click through and engage those users directly as the brand on the platform. Now you can strike up a one to one conversation with someone who saw your Ad, and went so far as to pin it to a personal board (REAL EXAMPLES: Food I love, YUM, Food I need to try) which clearly showcases their thoughts on the item. This is a unique opportunity that is not available on any other platform.
We then go in and curate these engagements for our clients and engage the users in a friendly conversation to further the relationship. This is a manual process, but very well worth the effort in our opinion.
Here is an example of that conversation turning into a potential sales opportunity with a user who has a real interest in Vegan food (perfect fit for our client). Some brands stay away from Pinterest because they don’t fully grasp the true potential of the ecosystem. We engage regularly with users by way of repinning, liking and even commenting on user pictures. Promoted pins are excellent because they give you exposure, tee up a bunch of immediate engagement opportunities and if you strike while the iron is hot, you can facilitate sales opportunities right then and there. = $ocial Win!