Like most social media platforms, Pinterest offers the option for businesses with an account to advertise their content. Promoted pins work the same as organic ones, except they are shared with a larger audience. The natural design of the advertisement, making it feel like an ordinary pin, along with targeting to the right views, has been seen to increase engagement by an average 28%. Each type of business has their own unique way of using Pinterest to connect to their audience.
Reese’s is just one of the companies known for their success with Pinterest’s advertising campaign. Known for peanut butter and chocolate combinations, their products make for fun and interesting snacks. One of Reese’s main reasons for using Pinterest as a platform was to reach out to millennials and increase purchase intent. Their strategy included using cinematic pins specified for the season. For instance, during football season the brand showcased their products as ingredients for game day snacks. This allowed them to reach out to their audience during decision-making moments, such as planning a menu for games.
Overall, Reese’s campaign was a success. Their pins held audience attention for longer periods of time and raised purchase intent. To measure their success, Reese’s used Millward Brown Brand Lift Insights study. The study is a survey-based approach that analyzes attitudes before and after being exposed to a campaign. The brand found that around 90% of their intended audience responded positively to their pins. There were also 25% more participants who stated that they likely to purchase Reese’s soon after exposure to the campaign, as well as an 11% increase in participants agreeing that Reese’s are fun to eat.
Due to their success, Reese’s plans to continue using Pinterest as an advertising platform. Their pins will continue to encourage engagement and will provide consumers with new creative ways to enjoy their products. They advise seeking to help and inspire an audience before pushing a product or brand name, and to try to make the most out of campaigns.
Bank of America differs greatly from Reese’s, and although they may not be able to design seasonal snacks, they still have their own use of Pinterest’s advertising campaign. The company had recently launched the Better Money Habits program, designed to educate and advise when it came to spending. This was the product they really wanted to spread. Bank of America’s main goal with their advertisement was to appeal to those who were dealing with financial firsts, also known as millennials. They wanted to their pins to encourage people to really take action, and designed each post for a different life moment. Their strategy involved listening to what consumers really wanted to learn about, and did what they could to meet those needs. From this, Bank of America was really able to engage with their audience.
Similarly to Reese’s, their campaign was successful. Their content was viewed by 6 million unique users on Pinterest, and saved more than 29 thousand times. The campaign did not only increase engagement on their Pinterest account, but also led users to perform thousands of actions on the company’s personal website. The campaign was so successful that Bank of America’s engagement on their promoted pins are twice as great than average.
Bank of America will continue utilizing Pinterest’s advertising features. Pinterest provides the company with creative opportunities that other platforms lack. Going forward, Bank of America will continue to focus on posts that provide detailed financial information. Their goal is to help those dealing with their financial firsts.