Promoted Pins
Marzetti Kitchens, a leading U.S. food manufacturer with a portfolio of food brands, wanted to drive more trial, loyalty, and in-store sales with busy moms by using helpful branded recipe content in the right places, at the right time. Digital success metrics included:
- Website traffic/cost per visitor
- Pinterest follower growth
- Recipe re-pins
As one of the few approved agency partners with access to Pinterest’s new Promoted Pins Beta Platform, Response Media was able to create and optimize a performance-based cost-per-click (CPC) campaign to promote the client’s recipes, promotional and seasonal events, shopper marketing/retail activation initiatives, and a pin-specific keyword strategy.
Result
-
56%
INCREASEin brand site traffic
#1
SOURCE OF TRAFFICduring campaign period -
$.34 avg.
Cost Per Site Visit
60%
more efficient than paid search -
3,000
RE-PINS/DAYan increase from <10 Re-Pins per day
4x
INCREASEin Pinterest followers per day
Strategy & Campaign Highlights
Leveraged Pinterest over other social platforms to reach recipe enthusiasts and millennial mom audience in the appropriate environment
Developed and curated seasonally relevant recipe content and created special pins to promote
Staggered content across campaign flights to drive continual engagement
Identified trending key terms to drive quality audience volume
Evaluated key term performance to judiciously expand key term list and eliminate poorly performing terms
Actively adjusted CPC bids to maximize cost-efficiency