Pinterest Awareness Booster

BADESOFA stands for innovative, luxurious accessories that bring relaxation and wellness into the home. In 2019, founders Annika Götz and Natalie Steger launched an international relaxation revolution with their Cologne-based company, writing a true success story. Today, the range includes not only ergonomically tested bathtub pillows but also comfortable sauna sofas, a floating pool sofa, and a Home Spa Collection with wellness accessories for all the senses—from fragrant sauna infusions to cozy bathrobes. Thanks to its award-winning design and positive reception, including from the TV show "Die Höhle der Löwen," the company has long since established itself internationally.

The brand's mission is to equip every bathtub, sauna, and pool worldwide with BADESOFA products, making wellness a tangible experience at home. Together, we chose Pinterest as a platform to increase brand awareness beyond Meta platforms and to reach users who are particularly planning-oriented. Pinterest holds enormous potential for a wellness brand like BADESOFA: users there have a unique planning mindset—they specifically search Pinterest for inspiration and new ideas for small everyday decisions and major life moments, and they arrive with high purchase intent, even without branded searches.

BADESOFA not only has high quality standards but also a keen sense of design. After all, people shop with their eyes, even on Pinterest! Users enjoy spending time on the platform and want to be inspired. Aesthetics are therefore extremely important.
To perfectly address the target group and their needs on the platform, our content relies on high-quality photoshoot material, videos featuring beautiful designer bathrooms, a minimalist visual style, and a product focus rather than the UGC videos typical of Meta. This emphasizes the luxurious moments of relaxation and the comfort that the products provide.
The formats used are a mix of common options: carousels, statics, videos, animations, images with and without models, product cutouts, and reviews to build trust.
Since users are on Pinterest with an initial idea but don't yet know exactly how to turn it into reality, the platform is the perfect opportunity for brands to place their products in the right context without users specifically searching for them. For BADESOFA, we use keywords related to wellness (wellness aesthetic, home wellness room, wellness gift, etc.) to specifically target users interested in home spa topics and downtime, or those looking for gift inspiration.
In our messaging, we focus on "phone-free time," "downtime," or "me-time," creating a perfect connection between the users' relaxing moments of well-being and the concrete benefits of the BADESOFA product portfolio.
Above all, the fourth quarter works perfectly for BADESOFA on Pinterest. During this time, we focus our communication on "Christmas gifts" or "relaxed holiday season," giving users an incentive to make their homes cozy or to shop for products for themselves and their loved ones.
To increase brand awareness while simultaneously boosting traffic to the landing page, we also use direct links that take users to the shop as soon as they click on a pin. This simplified customer journey (fewer clicks, faster answers, buying directly in the shop) boosts ROAS.

Recycling Meta content on Pinterest is already showing good results, but there is still room for optimization. That is why we are not just recycling existing content, but also creating specific content for Pinterest to fully leverage the platform's strengths.

The key here is that using different formats is crucial to capturing user attention and appealing to various preferences. Content with movement, such as animated pins or videos, attracts a lot of attention. We are incorporating this insight more strongly into future campaigns and testing it more frequently. Additionally, call-to-action buttons (CTAs) should be highlighted with color. Eye-catching colors that stand out from the otherwise clean design increase visibility and encourage interaction while maintaining an aesthetic appearance.