Pinterest CPG Promotional Campaign ROI Outperforms Industry Benchmarks
Pinterest released commissioned research data executed by Circana, showing that its Pin ads outperform typical social media benchmarks in CPG promotions. Across 17 matched market tests spanning multiple regions and categories, 82% of campaigns generated positive incremental ROI, and 76% achieved an ROI of 1.5x or higher. ROI for EMEA campaigns was 17% higher than Circana's social benchmark. Pinterest states that its visual search platform features help reach consumers before they make decisions.
Pinterest recently released new data on the promotional potential of Pin ads for consumer packaged goods (CPG) brands. A series of research findings show that in CPG promotional campaigns, Pinterest's return on investment (ROI) outperforms typical social media benchmarks.
The data comes from a study commissioned by Pinterest and conducted by Circana. The research aimed to evaluate how Pin ads enhance CPG promotional effectiveness and drive shopping behavior. Circana executed 17 matched market tests across multiple regions and product categories to more comprehensively reveal the impact of Pinterest promotional campaigns on sales behavior.
The research results show that, among the promotional campaigns studied,82% of campaigns generated positive incremental ROI, meaning the incremental sales impact exceeded Pinterest media investment. Meanwhile,76% of campaigns achieved an ROI of 1.5x or higher。
Pinterest explained this, saying: "In simple terms, if you invest $1 in these Pinterest campaigns, most brands can recover more than $1, and many brands can recover $1.5 or more. This reflects awareness converting into measurable business outcomes."
Of course, a sample of 17 tests is not conclusive, nor does it indicate that every Pinterest campaign will generate positive returns. However, the results do suggest that Pinterest can deliver positive impact for CPG brands and is worth investing in to drive brand awareness and subsequent shopping behavior.
The test results also show that sales lift from Pinterest campaigns is higher than typical social app benchmarks. Notably,campaign ROI in the EMEA region was 17% higher than Circana's social benchmark。
Pinterest stated that these data align with its platform's design logic: "Pinterest is a visual discovery platform designed for decision-making, which means your ads can appear when people are actively searching for what to do next, what to try, or what to buy, rather than after they have already made a decision. This is also why Pinterest is the number one social media platform shoppers use when looking for specific ideas or products."
These positive data suggest that all CPG brands should consider including Pinterest in their promotional media mix.