Between Black Friday weekend and the end of December, male shoppers made up 55% of Verlas’s total customers, compared to 33% during normal sales periods.Īdditionally, much of the demand from high-income men. These trendy styles are typically used to reach young female customers for Verlas.īut, “to our surprise, over the holidays we saw an increase of male customers,” she said. “We mostly focused on featuring pieces like layered necklaces and stud earrings,” Dangayach said. So, Verlas decided to test a few different campaign iterations throughout the holiday season and leading up to Valentine’s Day, to see what worked during its busiest sales season.įor Black Friday/Cyber Monday and throughout the end of the year, Verlas’s Pinterest campaign heavily promoted the brand’s tiered sales discounts. The holiday shopping season - Black Friday through December - is the highest gifting period for Verlas, followed by Valentine’s Day and Mother’s Day. “We can target a very engaged audience on Pinterest since the platform is intent and discovery-based, where people seek product inspiration,” she said. Pinterest also has favorable CPMs for the company, at around one-sixth that of Meta.ĭangayach credits the results to the nature of Pinterest’s audience. “Soon after, we saw Pinterest performing 4x more than Meta,” she said. The main goal, Dangayach said, was prospecting new customers and filling the top of the funnel. “But when we shifted focus to channel diversification in light of Meta changes, we decided to test it again.” “I was ready to give up on Pinterest,” Dangayach said.

At the time Verlas - founded in 2019 - was running some Pinterest campaigns, but wasn’t seeing major returns from the channel.

Verlas co-founder Nidhi Dangayach said that back in September 2021, the company was working with two marketing agencies that had fairly traditional advertising strategies, mainly tied to Meta. It also helped increase Verlas’s male customer base.

Re-investing in Pinterest, according to the company, not only helped increase average order value by 20% year-over-year. With this, Verlas has been able to run retargeting campaigns, direct mailers, and email campaigns to help convert this new audience. According to Verlas, the company found success with Pinterest once it started tailoring its creatives to high-income male customers, who were using Pinterest to look for gift ideas.

Verlas used the 2022 holiday season to revisit testing different types of Pinterest campaigns.

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