Pinterest is positioning itself as the market’s leading full-funnel solution off the back of an 88% surge in clicks on outbound links and a 39% drop in average cost per click (CPC).
Pinterest Australia and New Zealand managing director Melinda Petrunoff told Mediaweek that the app had upgraded its CPC campaigns, introducing its direct links product that sends users directly to the advertisers’ website or app, with the move achieving “incredible results” for advertisers.
Pinterest is spruiking its ability to drive sales with the rollout of an international campaign, P is for Performance, which will run across social channels until the end of April.
Petrunoff told Mediaweek the campaign aims to generate greater awareness of Pinterest’s full funnel abilities as well as promote its large Gen Z audience, which accounts for 42% of its 8 million Australian users. Gen Z is the fastest-growing and most engaged audience on Pinterest and saves 2.5x as many pins as any other generation, said Petrunoff. “We know that for every save they are 7x more likely to purchase it,” she added.
“More than 55% of our users are coming to the platform to shop, so we want to make that as seamless as possible for them. We’ve seen over a 50% increase in pins being shoppable, which means when they are we can directly send them straight out to our retailer’s website so they can make a seamless purchase,” said Petrunoff.
“We are the leading full funnel solution in this market given we drive people from that discovery in search through the full funnel to purchasing all in one place”.
“There is no platform that has this high consumer intent where people are coming to take action.”
The campaign aims to educate the market about Pinterest’s “unique” position within the media ecosystem – which combines search, social media and commerce – while promoting its ability to as more than a brand awareness platform.
“It’s a pivotal moment for Pinterest to ensure everyone understands that we are another alternative to driving performance. What [the] ‘P for Performance’ campaign plans to achieve is that we are not just about raising awareness about brands, we are there to drive sales.”
The campaign, which launched last week, will run across social channels until the end of April featuring “unique, edgy” content created in-house by Pinterest.
“We do a very good job of leaning into what makes us different and I am very proud of the content that we are creating in-house.”