Lessons
Strategy
1Introduction to Pinterest
04:14 2Power of insights
05:25 3Pinterest organic demo
05:44 4Pinterest analytics demo
05:37Media & Measurement
5Introduction to Pinterest
04:15 6Promoted Pins Overview
02:34The Full Funnel: awareness
04:32 8The Full Funnel: intent
03:58 9The Full Funnel: action
04:59 10Promoted Pins: success stories
04:03Content
11Introduction to Pinterest
04:15 12The art of the Pin
10:07 13Rules & policies
04:52 14The Pin Factory
03:10Executive
15Introduction to Pinterest
04:15 16Power of insights
05:25 17Pinterest organic demo
05:44 18Promoted Pins overview
02:34 19Promoted Pins: success stories
04:03Lesson Info
Promoted Pins: success stories
Hi, I'm jenny and say, I'm going to show you how three very different businesses bank of america, zola and citrus lane use promoted pens when bank of america launched their better money habits program, they wanted to reach millennials that's because this is a group that tends to go through a lot of financial first, like getting paychecks, planning weddings and saving for retirement. One third of all millennials are use pinterest to plan for their futures. This is why one of the big reasons that they knew pinterest was the right place to reach their audience. Bank of america created boards for different life moments like buying a home and travel plans. The pens and these boards goto educational content on better money habits, since the best performing pins are usually the most helpful bank of america doesn't just leave all that educational content on their site. They also do a great job of developing pens that are full of good information by using longer images and writing detailed desc...
riptions. They really understand that penner's are forward looking and hungry for helpful information. So with that in less than five months, better money habits content on pinterest reached nearly so six million unique penner's and generated more than twenty nine thousand re pins and led to thousands of actions on their site, including video views. Next let's look at zola and online wedding registry so let's first step was to get down to basics they really wanted to make sure that the pens that they were going to promote we're following our best practices they created beautiful high quality pens using the vertically oriented images and they also use their logo in a subtle and tasteful way like bank of america's all also made their pens helpful they added simple text overlays in their images and carrie did lists and really thorough descriptions. Elements like these are great at grabbing attention from people who just want to take a glance quickly to understand what that pin is all about but it's also great for people who want to take a closer look after a few simple optimization zillow was then ready to promote them and when they set up their promoted pins they added and optimize relevant terms like wedding planning and registry ideas. This helped their pen show up more easily and searching and category feeds they also refined they're targeting after noticing that their audience was repenting on mobile but converting on computers they brought in their targeting to all devices by refining their promoted pins process from top to bottom zola saw forty four percent increase and conversions and more than fifty percent increase and clicks through click through rates finally let's take a look at how our third business citrus lane successfully used promoted pins they are a company that provides monthly care packages for kids and as a growing business that just lane realize that pinterest was actually an ideal platform for reaching tons of potential customers like moms they use promoted pins to boost the number of parents they actually reach since the pen there so visual citrus lane found the one big benefit of using pinches that they could explain their product through their boards they were able to show parents what kind of toys books and snacks that they might expect to find in the monthly boxes and they just don't pin the things and forget about it instead they actually task different pin creative to figure out which content resonates passed with that pensions community for example, they found that their members preferred pins that showed babies interacting with their product over just those pins that feature their product just line also uses pensions pensions to influence product decisions so if something gets a ton of re pins they will try to include that item and their monthly boxes or in the shop citrus lane strategy has really paid off by testing this content to see what works and using promoted pens to reach their target demographic they have found that purchases coming from pinterest are three times larger than other platforms since they've gone so well they've also added the pen a button to their site so this helps people do some of that pending for them by letting and easily save the things from their online shop thanks for watching.