Exploring Pinterest’s promoted pins with Campbell’s

By 2021 digital marketing spend will near $120 billion and make up 46% of all advertising. This new, digital form of marketing was made possible by social media giants like Facebook, Twitter, and Instagram. These companies helped turn the internet into a sharing hub and marketplace by monetizing and perfecting the digital advert.

One social platform that has been slow to catch on to the paid format is Pinterest. They recently released new search ads that allow marketers to run promoted pins based on keywords. The new search ad is a great advancement for the platform, allowing better ad targeting to match its users’ search habits. Pinterest has great potential from a targeting and creative standpoint, and to show you this I thought I would explore a promoted pin I was served.

It is fair to say most of the pins we see are visually attractive – light on text and heavy on photo. This is why the pin below caught my eye. It wasn’t food. It wasn’t a quote in script font accompanied by a beautifully illustrated background. It was an overbearing pool of red with blocky font, and it was by Campbell’s.



I am a sucker for Campbell’s Tomato Soup. I will dip a grilled cheese into that tangy, savory redness even if it is 100 degrees outside. So naturally I was inclined to stop scrolling and read the text heavy graphic.

“A pin isn’t a meal until it’s made. Make your Pinterest recipes into recipes for real, real life.”

The copy in this is ad speaks to most Pinterest users who more heavily use Pinterest as an inspiration board filled with dream weddings and never get to home projects. As an avid recipe pinner myself, I have learned to stop pinning dinners that require hours of labor and 50 ingredients because in reality who has time to make something that takes more than 30 minutes of prep?

Moving forward, I found the pin linked me to a recipe simplifier. After a few moments the website generated timesaving recipes similar to what I had already pinned on my account.


Of course their recipes included Campbell’s Condensed soup and other brands the company owns like Pace salsa and Pepperidge Farm cookies, but I was more than happy to buy their products because what they gave me fit my interests and needs. It solved a problem I had, wanting to make food that is delightful to my taste buds and easy on time. All in all, I think this is a great campaign for a couple of reasons:

It solves a problem.

The average Pinterest user’s dilemma is pinning millions of things and never making or doing them because of a busy lifestyle. Campbell’s makes it effortless for users to find time-friendly and simple recipes that fit their appetites.

 The ad aligns with Pinterest’s core user group.

The majority of Pinterest users are women Millennials (36%) and Gen Xers (34%). Many in these two age groups are starting or growing their career, and many of them are starting or already raising a family. They are made up of young professionals and working soccer moms, two groups always on the go. The copy of this ad is what speaks to this group. It understands their fast-paced world and makes them say “Ha. Yeah, that’s true. I need that.”

 It pushes sales without being too salesy.

At the end of the day it is all about conversion and sales. If your marketing isn’t doing that then it isn’t working. However, what you are doing also has to be in the interest of your consumer. Campbell’s draws its target audience in with copy and then makes that knockout out pitch once the user’s mouth is watering and they are grabbing a pen to add the ingredients to their shopping list.

This ad has many good qualities, but it isn’t perfect. The pin doesn’t explain exactly what is behind the link. It leaves users wondering what they get by clicking on the pin. Is this just a quote? Is this going to lead me to a collection of newly released Campbell’s soup flavors?

It is beneficial to set expectations for your audience. Let them know what they will get or see if they decide to check out what you are offering. Remember, these users are scrolling quickly through tons of content, if they can’t understand your pin in a couple of seconds they won’t click.

What other promoted pins have caught your eye? Share below and don’t forget to follow me on Pinterest for more related marketing, advertising, design, and young professional content.

-Caroline Robinson


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