The Task
Pinterest has more than 478 million users, 98% of which say they try new things they find on the platform and more than half purchasing products after viewing them in their feeds.
With Maldon’s rich bank of beautiful recipe photography and inspiring video content, a visual discovery tool such as Pinterest was a natural next step in expanding the brand’s social media presence.
As part of the brand’s exciting brand refresh campaign, Maldon tasked jellybean with reaching and engaging with a new social audience on Pinterest, bringing new life to the brand’s existing yet outdated account and setting jellybean the challenge to prove that Pinterest is worth keeping switched on.
The Solution
In a two-phased approach throughout February and March 2022, jellybean revamped the brand account by populating the page with new content and completing the process to verify the brand online.
The new content was then boosted via Promoted Pins and Video Pins using Pinterest’s ad targeting capabilities. The Promoted Pins drove traffic to Maldon’s recipe hub on their website and the Video Pins directed followers to Maldon’s YouTube Page.
The Results
Due to the enormous success of the promotions campaign, Pinterest is now a key part of Maldon’s overall social media strategy. The opportunity with Pinterest’s shopping features is the next exciting step in the brand’s journey that Maldon is exploring with jellybean. The campaign delivered stand-out results including:
- 1.5m impressions
- 14.4k engagements
- An engaged audience of over 545k
