The Dreyer's Ice Cream Pinterest presence focuses on simple recipe-driven content designed to inspire family togetherness, brand engagement and incremental usage occasions through visual storytelling. The Pinterest presence launched mid-year with the opportunity to be among the first consumer brands participating in the Pinterest Promoted Pins beta test. While Dreyer's did not have a Pinterest presence, Nestle's Digital Center of Excellence selected Dreyer's as the only Nestle USA brand to participate based on best-in-class Facebook content and results.
The Dreyer's team leveraged Pinterest best practices for launch, amplification and on-going support. Prior to launching, a SEO taxonomy was executed and combined with visual analysis. Dreyers.com was redesigned to house the content and mirror the structure put in place for the Pinterest boards. Cross-platform promotion amplified efforts including Facebook promotion, blogger partnerships, retail presence (such as Safeway and Kroger in-store signage) tying offline and online efforts. Media support was structured to hit tiered KPIs allowing the brand to test engagement levels at a lower impression before ramping up spend against the winning content that exceeded the consumer engagement target. Incremental earned media placements such as Pinterest's Halloween email and countryliving.com extended reach of content.
This holistic approach resulted in every Dreyer's promoted pin performing above Pinterest's benchmark for repins and engagement. Additionally, Dreyer's delivered the top performing pin of the entire beta test with engagement 7x the Pinterest benchmark. As well as resulting in the lowest eCPM of all Pinterest beta testing partners with final earned impressions at 73% of all impressions.
Dreyer's Ice Cream is the top performing brand in the national, cross-industry Pinterest promoted pins pilot. The Dreyer's brand delivered over 22MM impressions with more than 70% of those impressions being earned media (more than 2x industry benchmark) due to the highly relevant, consumer targeted messaging with tremendous pass-along value. The campaign led to best-in-class digital communications inspiring moms to create new usage occasions and new moments to be shared with her family.
Engagement rate significantly exceeded the industry benchmark and the average repin rate for a Dreyer's post was more than 4x the industry standard. The brand also integrated Pinterest along the path to purchase creating Dreyer's branded and Pinterest themed POS and demos at key retailers to drive double digit dollar sales lifts. And by developing an industry leading strategic partnership with the Pinterest team, the Dreyer's brand has gathered and shared key strategic insights and best-in-class creative examples with other CPG organizations.
Business Context:
- Dreyer's Ice Cream had not advertised its regular ice cream in more than two decades and needed to emotionally connect with consumers to sustainably drive buy rate – all on a limited budget
- Dreyer's competes in a highly fragmented premium ice cream segment with competitors who rely on uninspired messaging centered on "tradition" or "celebrating big moments"
Consumer Insight:
- It is rewarding yet challenging to be a parent and I am always looking for new ideas to bring my family together
- Dreyer's and Pinterest share not only a consumer base, but a common goal of inspiring millions of people to discover meaningful, everyday moments. This shared goal was the foundation to the Dreyer's brand team recognizing the huge opportunity to launch its Pinterest presence
Brand's Objective:
- Providing creative DIT (Do It Together) recipe ideas for Pinterest users to enjoy Dreyer's Ice Cream— and inspiring them to discover new family moments together
- Drive the buy rate by generating new usage occasions. Content is consistent with the emotional benefit of "inspiring family moments" establishing a linkage with consumers core to the brand
Creative Idea:
- Leverage a deep consumer insight and paired with Pinterest's platform built on discovery and inspiration establishing new opportunities for Dreyer's Ice Cream in the lives of moms everywhere
- oWhat was just a carton, a scoop, a cone or a bowl becomes an unlimited number of new ideas, new usage occasions and new moments that can be shared with her family. And Dreyer's is at the center of them all.
- Dreyer's needed be the first premium ice cream brand to establish a highly relevant emotional connection with its consumer. Dreyer's breaks through as a modern brand understanding the challenges of being a parent – and providing a compelling solution making it easier to be a parent and inspire family togetherness. By providing family-friendly recipe/activity ideas Dreyer's can inspire incremental usage occasions and encourage consumers to buy Dreyer's Ice Cream more often.
- Requirements for the content creation include:
- Is it approachable and actionable?
- Does it set the brand apart from the competition?
- Does it provide or generate new usage occasions?
- Is it authentic to Pinterest
- Is it aligned to the brand essence?
Strategic Approach & Partnership with Agency Partners:
- Launch Pinterest for success by incorporating optimized organic search terms, following visual best practices developed with Curalate, incorporating MetaVision's optimal media buying philosophy, creating relevant insight-based content with New Honor Society which was amplified through blogger outreach, and integrating Pinterest successes along the path to purchase with an in-store presence connecting online and offline efforts
Snapshot of Key Results:
- Dreyer's is the top performing brand in the national Pinterest Promoted Pins Pilot – every pin exceeded all Pinterest benchmarks for repin rate and CTR
- Top performing pin had a 4.32% Repin Rate, 7x the Pinterest average
- 73% impressions are earned (more than 2x industry benchmark)
- Engagement rate is 4x the industry standard and delivered top performance with the lowest eCPMs
- Pinterest partnership is directly driving sales through regional tests in-store with Walmart, Kroger and Safeway
- Highly relevant content led to Dreyer's brand being featured in Pinterest email to millions of users
- Multiple earned media placements extended reach
- Partnership generated immediately actionable Pinterest best practices
Video for Dreyer's Ice Cream: Winning with Pinterest
