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Leading Australian lighting retailer, Beacon Lighting has captivated Pinterest’s home decor audience, utilising the shopping tool suite to create a 40 times return on its ad spend on the platform.
The lighting company’s campaign aimed to showcase the brand’s summer lighting catalogue and highlight its sponsorship of The Block. There were two Pinterest campaigns – one focused on building awareness, and the other optimised for conversions.
The approach delivered a 10 times return on ad spend for the awareness campaign and a 40 times return on ad spend for the conversion campaign. Two in three conversions (66%) were from net new customers.
Pinterest partner lead for Australia, Sam Christou said the results demonstrate Pinterest’s ability to deliver for brands.
“Because people come to Pinterest to get inspiration and to discover ideas for their lives long before they have committed to a brand or product, brands can reach them the moment they form an opinion and make a purchase decision,” he said.
“Beacon Lighting is a great example of a brand that is taking advantage of the popularity of home decor on Pinterest as well as entertainment as a rising category on the platform to achieve both brand awareness and increasing the advertising recall for their products.
“With 10% of the country using Pinterest for home decor inspiration, it presents a ready-made audience for brands. Combine this with well-executed awareness and conversion-optimised campaigns and you can see the results across the purchase funnel.”
Beacon Lighting used shopping ads to showcase their products in stylish settings, and to highlight their sponsorship of The Block. With the help of Audience Insights and the Pinterest Trends tool, Beacon Lighting was able to reach the more than three million Pinners searching for lighting and home décor inspiration.
Beacon Lighting digital marketing coordinator, Alicia Chenoweth said, “When we learned about Pinterest’s shopping capabilities, we decided to focus on conversions as well. We’re seeing much more instant results than expected.”
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