Intuit QuickBooks: Pinterest Pin Design & A/B Testing
Campaign: Intuit QuickBooks Pinterest Pin A/B Testing
Role: Senior Creative Producer | QuickBooks Global Brand Marketing
Budget: $$$$
Market: United States
Brand(s): Intuit Quickbooks
Internal Teams: QuickBooks Social + Content Teams
External Agency Partners: Critical Mass
Project Details:
Pinterest is the #1 inspiration platform and there are 36 million small business decision-makers on this site. The QuickBooks team wanted to test if Pinterest is an effective platform to reach new audiences and drive paid and organic traffic to the QuickBooks blog.
We collaborated with our account reps at Pinterest to study their data and guidance around effective Pin formats for brands. We then took that data and used it to inform our design and created several Pinterest pin templates in conjunction with our Brand and Marketing team & external agency, Critical Mass.
We took QuickBooks content and adapted it into several Pin formats: static photo, carousel idea pins, and video pins. We used different types of short-form content like quotes, video snippets, and brand photos and A/B tested them as organic and paid Pins.
Results:
- We drove over 55,000 page views and 12,500 pin clicks leading back to QuickBooks blog content.
- QuickBooks outperformed Pinterest cost-per-click benchmarks by 88% and Clickthrough rate benchmarks by 42% (compared to other FinServe brands).
See some examples on this page or head to the QuickBooks Pinterest page to see them all.