How A Women’s Upscale Suits Brand Achieved a 6X Blended ROAS With Pinterest Ads
Quick Summary
Womensuits.com is a top-rated seller of women’s upscale suits in the United States. We saw the opportunity of adding a new marketing channel to their business that could help them diversify and grow their revenue.
With the use of our paid ads and organic strategy, the brand is currently expanding into a new channel.
The journey has resulted in a 6X blended ROAS and a quarter of the Pinterest checkouts being driven by organic outreach for Womensuits.
The Brand
Womensuits upscale suits have been rated the highest on the internet since 1998. It has been featured in Oprah, Fashion Today, Essence, Vogue, and more. It currently provides the most stylish outfits for church events, weddings, and formal occasions.
Womensuits.com is a size-inclusive brand with sizes that go from 6 to 30W and that helps women look amazing for their special occasions with top-quality suits.
Womensuits caters to modern, stylish women looking for unique, high-quality pieces that will make her look and feel great on the day of her event.
The Opportunity
There was a big, untapped market of 50 million women in the US on Pinterest for Womensuits. The platform's advertising audience currently consists of 76% women with high buying intentions. The brand offers a wide variety of suits for specific events like church or weddings, which perfectly fits the intentions of Pinterest users.
With 97% of searches on Pinterest being unbranded, the platform is a perfect opportunity for smaller businesses like Womensuits looking to expand their brand on a level playing field.
With the brand’s large lifestyle image stock, we saw an opportunity for Womensuits to grow organically on the platform, thanks to the nature of Pinterest, which is a platform where people discover new products and save them to their boards. This subsequently counts as a share in the platform.
Why Test 82?
After we met with the Womensuits team, they were convinced that our approach of organic and paid ads could produce a good result for their business and were happy with our package of a two-month test.
We saw a two-month test as the right time frame that balanced enough time to get a reaction from our target audience on the platform and avoid spending more money than we should. What we hoped to achieve was an audience and campaign type that delivered a 3X return on ad spend (ROAS) or higher within the two-month timeframe.
The Strategy
The first thing was to start by making a deep dive into how the Womensuits average customer looks and what keywords they might be using on Pinterest. After finishing the extensive research, we restructured the Womensuits Pinterest account and optimized it for keywords relevant to the business, like ‘church attire’ or ‘formal dresses’.
During the research phase, we saw the potential that Womensuits has for getting organic conversions for the brand based on which pins were ranking and the image stock available. From that moment on, one of the goals was to help the brand organically on Pinterest by posting daily.
With paid ads, we started testing multiple approaches and found that what produced the best results was catalog sales featuring products with a simple lifestyle image on one campaign and cold prospecting through an audience that’s similar to the brand’s average customer on the other campaign. This ensures we don’t spread the budget too thin and that we can get more data into just two campaigns, which makes optimization easier and more accurate.
After much testing, we also decided to go with automatic bidding on both campaigns and let the algorithm deliver the best results at the lowest possible cost for the brand.
With creative, we started testing many different approaches that went from adding a text overlay, a call to action, making a graphic, and leaving just the lifestyle photo of the product untouched. The goal behind testing many different creative approaches was to discover the creative format that resonated best with Pinterest users and aligned with Womensuits' brand identity. In the end, the most effective creatives were clear, uncluttered lifestyle photos featuring models wearing the products, free from distracting logos or calls to action.
The ads that result in the highest ROAS go against Pinterest best practices, they are images that are taller than the 2x3 ratio recommended by the platform.
These are some of our best performing images. As you can see clear lifestyle pictures win.