How Gymshark leveraged Pinterest to provide inspiration during lockdown

The Drum 13 Jan 2021 01:30
COVID-19 has seen an increase in people seeking to beat the lockdown blues by keeping active at home.

Gymshark’s in-house team won the ‘Best Use of Pinterest’ category at The Drum Awards for the Digital Industries (DADIs) 2020. Here, the team behind the entry reveal the challenges faced and strategies used to deliver this successful project.

The challenge

In March 2020, Covid-19 hit and sparked a trend of the public seeking to beat the lockdown blues by keeping active at home. As a UK fitness brand which creates tools to help people unlock their full potential, Gymshark wanted to get involved and support home fitness enthusiasts to put their ideas into action.

Pinterest's mission is to help 'Pinners' create a life they love. Hailed as ‘the last positive place’ on the internet, in a year which has been difficult for so many people globally, Pinners were turning to the social platform as a place to plan for recovery and rebuilding with searches such as ‘positive mindset’ & ‘positive habits’ up by 60%.

Gymshark wanted to capture the spirit of the moment, to help people with what it knew best – fitness. The aim was to raise awareness of the Gymshark brand to new people, as well as recontact its community on Pinterest through its unique workout content. Further to this, it looked to add value to people’s social media experience and showcase its marketing-leading workout gear and kit.

Additional Pinterest insights showed that performance was shifting across the platform - 60% increase in searches YoY, 30% increase in signups, click-throughs and saves on pins YoY, 3x more video views YoY; all of which underscored the need for Gymshark to double-down on Search Ads, Video Ads and Organically discoverable content.

The campaign

The paid media approach had a full funnel and sequential plan: a) Top Funnel: to surface the most relevant workout video to pinners who were looking for exercise ideas; b) Mid Funnel: to continue to serve both useful and inspirational Paid Pins to these new users; c) Bottom Funnel to retarget people who’d engaged with the Gymshark x Pinterest campaign and/or had visited to view content/products and serve them dynamic product suggestions via Dynamic Ads.

The results

17.3 million Gymshark workout videos were watched over the period of the campaign, with an overall engagement rate of 3%. The content was delivered free-of-charge and, as a result, people exercising at home continued to feel a strong affinity for Gymshark. This delivered 2.63% CTR, proving the value of right time, right place, right content when planning campaigns.

This project was a winner at DADIs 2020. To find out which Drum Awards are currently open for entries, click here.

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PinterestGymsharkGymsharkDigital IndustriesCovid
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