🌎Retail: Find adjacent scale on Pinterest through enhanced consumer intelligence

Intelligent processing of intent signals through consumer research yields strong signals for growth and better creative resonance

A prominent retailer in the outdoor living market faced two key challenges:

1. Reach younger demographics. This target audience; primarily first-time homeowners and backyard enthusiasts remained largely untapped.

2. Reaching out to younger demographic on go to platforms of Facebook and Instagram was getting expensive, add to this the “automated campaigns setup of Meta” was making it difficult for insights and optimization.

THE STORY

Tapping To Reach Younger Demographics

A prominent retailer in the outdoor living market faced the challenge of extending its reach to younger demographics. This target audience, primarily first-time homeowners and backyard enthusiasts, remained largely untapped.

The Goal: Extend reach within a younger audience. (Expand to see)

The direct-to-consumer brand sought to expand their reach and conversions among younger audiences, aspiring to explore new channels beyond Facebook and Instagram to reduce reliance and drive efficient growth.

Decreased acquisition costs compared to existing targeting methods.

ROAS improvement for Pinterest campaigns

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THE SOLUTION

Pinterest was selected as a platform to extend the reach to first time homeowners and backyard enthusiasts who used Pinterest to get creative ideas and inspiration for decorating their homes. Using the Consumr.ai platform, the brand could dive deep into their potential customers’ behavioral patterns and match to intelligence interest targeting on Pinterest. This approach at scale delivered a 10.2 return on ad spend, at a customer acquisition cost that was 68% lower than standard targeting

Client Challenges Faced:

• How to best extend reach in a new channel

• Very little insights into this type of customers interests and passions

Platform Challenges:

• Provides aggregated performance data only

• Doesn’t enable optimizations against continuously changing interests

• Doesn’t tell you what comprises an audience set

How consumr.ai helps:

• Artificial Intelligence used to unpack this retailers audience against Pinterest consumers passions and interests

• Recommended an ideal plan and execution strategy forming a link from insights to activation. This included budget size type and campaign lengths as well as targeting.

• Identified shifts in consumer signals to alter communication strategies in real time

• Unparalleled deterministic behavioral audience insights led to pivotal shifts in the brand’s audience engagement strategy.

NEW COHORTS SECURED

Appetizers

Garden Design

Meat

Lighting

THE RESULT

• ROAS improved 42%, enabling long-term growth acceleration for the business against this audience

• 68% reduction in acquisition costs driving significant efficiencies in acquisitions.

• Consumer insights on audience preferences and changing attitudes.

• Discovered over 30 interests for this retailer to use over time.

• Untypical interests drive success for adjacency in scale and broader strategic product and partnership implications.

PRODUCTS USED

Behavioral reports thats built based from the intelligence of over 2 million consumer signals analysed to unearth what truly comprises your consumer’s behaviours for media strategy and activation as a layer of intelligence over walled gardens.

To promote the business to an engaged audience.