Most people don’t give a lot of thought to socks, but this basic footwear was at the top of the list of most requested items at homeless shelters. This spurred one of our clients to build their brand around a philanthropic mission to donate one pair of specialty socks for each pair purchased. But even with a great mission and a solid product, they had trouble beating their competition, particularly in the women’s market.
Our challenge was: How can we help this client lower COCA and also cast a shadow over the performance sock competition on Pinterest?
Due to the high number of younger women on Pinterest, we felt that a campaign on this platform could be a home run for this client.
We used Pinterest to :
- Lower COCA
- Lower cost per checkout
- Discover and optimize an ideal audience
- Lower CPC
- Continue Optimization
Pre V3 Software vs. V3 Software
- CPC – $1.87 → $0.94
- CTR – 0.08% → 0.21%
- Cost / Add to Cart – $16.59 → $6.98
During this client’s campaign, we released a new version of our in-house software that helped us optimize the campaign even further. We also were able to find an ideal audience that lowered COCAs dramatically.
Here were the results of our Pinterest campaign for this specialty sock client:
85.4% reduction in COCA
- Audience #1 cost/checkout = $85.69
- Audience #2 cost/checkout = $12.51
Reduction in COCA
We reduced the cost of customer acquisition by 85% in under 2 months.