Leading Beauty Brand Drives CPC Efficiency with Creative Testing on Pinterest
A leading beauty brand wanted to drive a more efficient Cost Per Click on Pinterest by understanding the impact specific creative elements had on ad performance.
The brand partnered with VidMob to implement a creative testing framework to understand which creative drivers around messaging, talent, and color met their goal of an efficient CPC.
VidMob produced 2 videos and 4 static ads and used Creative Intelligence to analyze mid-campaign creative performance.
Using the insights from the first round of creative, VidMob optimized 2 videos and 3 static ads to inform best practices for future campaigns.
Data-Backed Creative Decisions
VidMob tested original and optimized assets to determine which creative drivers most impacted CPC efficiency on Pinterest:
Strategy → Tested four identical video concepts, each opening with a different claim
Learning → Identified top-performing claims for future creative
Results → 2% more efficient CPC for highest performing claim
Strategy → Tested static ads with non-celebrity and celebrity talent against a pink color pop to determine the best-performing combo
Learning → Non-celebrity talent was more impactful than celebrity talent, while color pop was less substantial
Results → 9% more efficient CPC for non-celebrity talent vs. celebrity talent*
Strategy → Tested a pink color pop against a gray background with product-led creative to determine performance impact
Learning → While not the top creative element driving performance for talent-led creative, color pops are still relevant to lowering CPC
Results → 7% more efficient CPC with optimized pink background vs. original background
CREATIVE TESTING PROVES PINTEREST’S OWN BEST PRACTICES TRUE
- Bright colors increase performance
- Unlike other platforms, non-celebrity talent performs better than celebrity talent*