Best Leisure Online Ad

We set out to utilize our platform to its highest potential in order to drive awareness of Pinterest as the destination for inspiration and ideas.

To surface a wide breadth of highly personalized content that Pinterest offers, we called on our innovative Day-parting tech to serve two different creatives, based on the time of day users were interacting with the unit.

While our Exploration Userflow remained the same, the content users were able to explore changed from Daytime themes (Skincare, Healthy Lunch, Morning Meditations, etc.) to Evening themes (Dinner Recipes, Bedroom Bliss, Mocktail Recipes, etc.)

The Pinterest day-parting activation proved highly successful, both in terms of encouraging exploration across content categories and compelling users to further engage with the brand, as demonstrated by the stellar overall 10% CTR! (The average for the tech category is 1%.)
Both AM and PM units drove well-above-average CTR, indicating that the opted-in target audience was consistently engaged and intent-driven throughout the highly customized interactive experience. Strategic implementation of the clickable pins proved a most successful tactic, as this is what drove the majority of our tremendous CTR. Infillion delivered on the campaign’s objectives of increasing consideration by +4%.

The use of day-parting for this unit allowed for richer insights about how users interacted and how their preferences evolved depending on the time of day. The evening unit was the top performer across all in-unit metrics, indicating that time frame is when users are most engaged and most keen to explore Pinterest content.

Contributors:

INFILLION

Location: United States