Pioneering Search on Pinterest for BEHR

First-to-market with Pinterest search in the home décor vertical
Reach Scaled traditional search success to reach new audiences through Pinterest Search Ads
50% CPCs that were less than half of Google and Bing CPCs
Pioneers First to test Pinterest’s paid search product in the home décor category

Capitalizing On A Powerful Inspiration Platform

Catalyst blended Pinterest search trends, FUSION data, and insights from traditional search campaigns to help BEHR drive business results.

Pinterest is an inspiration platform where consumers discover new products and brands. What else is Pinterest? A search engine!

Summary

Pinterest is an inspiration platform where consumers discover new products and brands. What else is Pinterest? A search engine!

Historically, Pinterest has been recognized as a social platform, but the truth is, Pinterest is fueled by a powerful visual search engine that matches user queries to relevant results. And with more than 2 billion monthly searches, it’s becoming a top search platform. As a leading search and social agency, Catalyst has taken a trailblazing approach to Pinterest's marketing opportunities.

Catalyst uncovered an innovative and cost-effective way for BEHR to expand reach among millions of targeted Pinners.

Catalyst and BEHR were the first to test Pinterest’s paid search product in the home décor category.

Catalyst and BEHR were the first to test Pinterest’s paid search product in the home décor category.

Blending Pinterest data with insights from traditional search campaigns, we executed an innovative test that yielded key learnings for an emerging search platform while also introducing new audiences to the BEHR brand.

25-54 Year-Olds

Audience

25-54 Year-Olds

DIY-ers between ages 25-54 who are looking for home and decorating inspiration.

Performance & New Audiences

Goal

Performance & New Audiences

  1.  Assess how Pinterest’s performance would compare to traditional search engines like Google and Bing.
  2. Drive brand awareness, introducing new audiences to BEHR products.

Data-fueled, strategic keyword targeting

Execution

Data-fueled, strategic keyword targeting

Catalyst and BEHR targeted non-branded keywords based on data from Pinterest, traditional search campaigns, and FUSION

By being first-to-market with this new opportunity, our team gained new performance insights and drove brand awareness.

Results

By being first-to-market with this new opportunity, our team gained new performance insights and drove brand awareness.

Catalyst grew BEHR’s awareness by introducing new audiences to the brand through Pinterest Search Ads. We also reached this audience very cost effectively. Due to our strategic approach and optimizations, CPCs were 50% lower than CPCs on Google and Bing.

Intrigued? Let’s Talk!

To explore innovative opportunities for achieving success like this for your brand, contact us today.

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