Millward Brown Digital and Pinterest today announced a partnership offering US advertisers the ability to measure the impact of their Pinterest campaigns on brand metrics including awareness, favorability, and purchase intent. The partnership marks an important advancement for advertisers who, for the first time, can realize the full value of brand advertising across the Pinterest platform.
Based on initial campaign measurement, a number of brands have seen double-digit lifts in brand metrics. In one study, Walgreens found a higher than 15 percent lift in positive brand perception, brand favorability, and purchase intent for a key beauty category among a targeted audience of females age 18-24. In another study, conducted for L’Oréal, the brand saw an 18 percent lift in new product awareness for their new Lumi Highlighter makeup product, as well as a 27 percent lift in message association and 25 percent lift in purchase intent.
Brand Lift Insights, the Millward Brown Digital solution used to measure the impact of campaigns, provides fast, accurate insights into campaign impact on brand measures, allowing marketers to make strategic decisions on their current and future campaigns. Specific to the Pinterest platform, the solution answers key questions such as:
- -How do Promoted Pins on Pinterest shift consumers’ perceptions of my brand?
- -Are people more aware of my brand after exposure to Promoted Pins on Pinterest?
Leveraging Millward Brown Digital’s industry-leading practices for measuring advertising effectiveness, surveys are delivered directly in the Pinterest app, so consumers receive the survey in the same environment as they saw the ad without interrupting their experience. In addition, Pinterest offers in-house experimental design technology to identify causal relationships between ad exposure and change in attitudes. Pinners who would have normally been exposed to campaign advertisements are pre-selected before the campaign runs, and, instead of a campaign ad, the control group is shown a PSA ad.
Nestle also measured a campaign for its Buitoni brand, targeted to millennials, and saw increases in awareness and favorability. “As a brand, we are always looking for ways to build relevancy and connection to the real, everyday lives of our consumers. We’ve chosen Pinterest as a communication partner because we know that’s where our consumers are when they are seeking recipes and meal time inspiration. Using Millward Brown Brand Lift Insights, we’ve seen the Buitoni brand resonate with Pinterest-specific creative that both inspires and provides useful, everyday solutions,” said Erica Starfield, Brand Manager, Buitoni USA.
“We are thrilled with the impact Promoted Pins has had for some of our largest partners,” said Jon Kaplan, Global Head of Sales, Pinterest. “Since Pinners are already in a consideration mindset, more and more brands across verticals from Retail and CPG to Automotive, Financial Services and Travel, rely on Pinterest to engage with consumers and drive metrics like brand favorability and purchase intent. By partnering with industry leader Millward Brown Digital, we can now provide comprehensive and actionable audience level insights for these strategic campaigns.”
“Pinterest is making a major investment in brand measurement, indicating a commitment to providing advertisers with critical knowledge of their campaign’s impact,” said Stephen DiMarco, President of Millward Brown Digital. “We are thrilled to be partnering with Pinterest on measurement of the platform to help marketers make informed decisions from their marketing investments.”
Pinterest is the world’s catalog of ideas. More than 100 million people use Pinterest every month to get more creative in their everyday lives. With more than 75 billion Pins, Pinterest has ideas for all interests, including style, recipes, parenting and more. Launched in 2010, Pinterest is based in San Francisco, CA and available everywhere at Pinterest.com and on iOS and Android devices.
About Millward Brown Digital
Millward Brown Digital is the world’s leading digital expert in helping clients grow great brands. Millward Brown Digital delivers comprehensive digital solutions to help advertisers, agencies and publishers increase marketing effectiveness and drive brand growth. Integrated behavioral and attitudinal solutions help marketers identify, understand and engage consumers, plan and optimize media and increase total brand performance. Millward Brown Digital operates within Millward Brown North America and is part of Kantar, WPP’s data investment management division.