About the Project
The business was started in Kalmar in October 2019, and has since grown steadily. Blombruk's business concept is to sell cut flowers with a long shelf life on subscription, with delivery every two or four weeks. The company's market is, in April/May 2021, Sweden.
The flower farm runs Instagram and Facebook advertising on its own, but has not run Pinterest advertising before, and has not had an updated and current profile on Pinterest. The company's products are very visually appealing, and do well on Pinterest, in the same way that their content does well on Instagram; the difference is that Instagram is more focused on social interactions, while Pinterest is more focused on the actual image content.
The work began with a profile start on Pinterest. Pinterest has specific image size requirements (the most common of which are 1000 x 1500, 2000 x 3000, and 1000 x 1000 pixels) and image dimensions (the most common of which are 2/3 and 1/1), which is why iMarketing edited Blombruket's images before uploading, for to optimize dissemination opportunities and maximize visibility for users.
After uploading images provided by Blombruket and edited by iMarketing, image captions (40 characters) and image descriptions (50 characters initially visible, up to 500 characters possible after clicking on pins) were written, including keywords and hashtags. Different keywords and combinations of keywords, different hashtags, different types of descriptions (including English, Swedish, and Latin), different amount of text, and different alternative text, were evaluated.
A number of different target groups are tested, and tests are also conducted to investigate on which target platforms (iPhone, iPad, android phones, android tablets, browsers, mobile browsers) the best results are achieved.
- Increase sales
- Increase brand awareness
- Detailed audience data
- 204,000 profile visitors in one month
- 2,748 website visitors
- 2,571 Clicks
- 425 Pin Saves
Key Performance Indicators
Saves, Monthly Profile Visitors, Click-Through Rate (CTR), Conversions