The Objective
Bash aimed to significantly boost its online sales and revenue within the competitive South African fashion and lifestyle market.
Recognizing the high purchase intent of Pinterest users and the platform's popularity for fashion inspiration, the campaign sought to capitalize on these factors. By re-engaging users who had already demonstrated interest in their products, the objective was to increase conversion rates and drive efficient sales growth. This targeted approach aimed to maximize return on ad spend and solidify Bash's market presence in the region.
The Solution
Leveraging Pinterest's strength in the fashion and lifestyle sector, and its high user intent for inspiration and shopping and Aleph’s expertise, the strategy focused on a lower-funnel shopping campaign with dynamic retargeting.
Pinterest Shopping Ads: A product catalog was uploaded to Pinterest, enabling the creation of Shopping Ads that dynamically showcased Bash's products to relevant audiences.
Dynamic Retargeting: This core tactic re-engaged users who had added items to their shopping cart but abandoned it before checkout. By serving them ads featuring those specific products, Bash effectively reminded users of their intent and nudged them towards completing their purchase.
The Results
The Pinterest Shopping campaign with dynamic retargeting proved to be highly successful for Bash, exceeding expectations and delivering impressive results across key performance indicators:
Reach and Visibility: The campaign achieved significant reach, generating over 3 million impressions and exposing a large audience of potential customers to Bash's products.
Conversions and Sales: The dynamic retargeting strategy effectively re-engaged users, resulting in 1,956 conversions. This demonstrates the power of personalized ads in driving purchase decisions.
Cost-Efficiency: With a total cost-per-acquisition (CPA) of $2.55, the campaign proved to be highly efficient in acquiring new customers. This low CPA highlights the effectiveness of targeting users with high purchase intent.
Return on Investment: Most importantly, the campaign delivered an exceptional 25.7x return on ad spend (ROAS). This signifies that for every dollar spent on advertising, Bash generated $25.70 in revenue, showcasing a highly profitable campaign.
