Name: BFCM Unlocked: Where Pinterest Full Funnel Meets Triple Whale Measurement
Uploaded: 2025-09-16T18:16:10.674Z
Duration: 21 min 40 s
Description: BFCM Unlocked: Where Pinterest Full Funnel Meets Triple Whale Measurement

Transcript for "BFCM Unlocked: Where Pinterest Full Funnel Meets Triple Whale Measurement": Hello, friends. It is time for our next session today. I am so excited about this one. For our session today, we are going to be talking about BFCM unlocked, where Pinterest full funnel meets triple wheel measurement. So joining me on stage, we have PJ Anderson, managing director of sales and d two c at Pinterest, and Scott Kramer, VP of growth at AS Beauty. Welcome to the stage. Thanks, Hi, Mia. Hi, Ron. It's great to have you both joining us for today. Without further ado, feel free to take it away. The stage is all yours. Love it. Thanks, Mia. Really appreciate it. And, super grateful to have, Scott here. Thanks, Scott, for joining us today on the webinar. And, and thanks Triple Whale for having having me on as well. We, Scott and I have been chatting for a while. We work together. You know, I I look after the the d to c business at Pinterest, and we've been working closely with some of the top brands in the d to c space. Just really trying to help make sure that Pinterest performs at its best, and that, we can innovate and drive new new products. And Scott's been such a great leader to help us do so much of that and to to help us figure out those playbooks for Pinterest. So we're excited to chat with him and really get to know too more about the AS beauty world and and what's going on, in their world as they prepare for Black Friday, Cyber Monday. So, Scott, Scott, I'll kick it over to you maybe to intro yourself and kinda tell us a little bit more about AS Beauty and and what you guys are up to. Yeah. Thanks, PJ. So I'm our VP of growth. So AS Beauty, we are a beauty and cosmetics holding company. We currently have four brands in our portfolio. The largest brand that we've, we're probably talking most about today is Laura Geller. So Laura Geller, we focus on, women, typically, more mature customer. Our demo is around 40 plus, and our Pinterest journey actually started, I'd say, about two years ago. One of, one of my media buyers was really adamant about us really kind of testing and and, pushing into Pinterest advertising. We saw a lot of success early on, and it's, it's become a big part of our our Black Friday, Cyber Monday strategy ever since now. That's so awesome. I love that. Well, yeah, let's let's get into that a little bit more. I mean, can you know, what what does Pinterest, do for you? How do how do you kinda see it fitting in with your marketing mix? And and, yeah, how how how is it helping you guys out? Yeah. So it's like I said, it's been, an always on strategy for us now. I think it definitely took us a little bit to understand how do we how do we buy. It's a bit of a different, I guess, customer journey if you speak of, like it's definitely more of an exploratory channel for us. I think that's where we we like to use Triple Whale, looking at first click performance and then really analyzing today, yesterday, last seven days. And what we started to see early on was that looking in those shorter windows actually wasn't the best for showing us true performance. When we started looking at larger windows, even last 30, last 60, we started to notice, like, actually, there's more, more ROAS that we're leaving on the table here. So then all of a sudden, we changed the way we started analyzing from a click standpoint, at least for Pinterest, and started looking more in that seven to fourteen day window. So it really became a kinda like instead of just, like, taking our best meta ads and let's put them on Pinterest and see how that does, and we started to see some wins, then it really became like, okay. How do we analyze Pinterest performance differently, look at it more for a consideration phase, and then also thinking about what does Pinterest first creative look like knowing that it's a it's a different interaction than a Meta than a TikTok. So I think that's where we've really kinda doubled down on it, and kind of thought about interest in a in a new lens. Yeah. I love that. Now you're thinking about it in the right way, and that's what we hear from a lot of marketers as well. It's Pinterest is a place. I've been at the company for thirteen years, and something that drew me to the company initially was just that there's so much intent here. Right? Like, people go to Pinterest to plan. They're actively there getting inspiration, discovering new products and ideas, and then organizing them onto boards. And those are those boards, they're going back to in shopping like you said, Scott. Right? Like, it sometimes it takes a few, a few days or even weeks for them to actually convert. And, and and what I've been stoked about too is that we've really been, I think, honing in our products over the last few years to both help you with that early discovery and then also to drive people to conversion and to help them perform. And it's it's I've been blown away by the results that we're seeing, in the short term, especially as we start being able to use great attribution partners like Triple Whale and other sorts of, you know, view view through based attribution models like your I know you use and, another geo list studies and things have have just really helped illustrate the power that Pinterest can can provide. That often is harder to capture when you're just focused on pure last click, like you were saying. So I think, Scott, you're doing it the right way. You're thinking about Pinterest in the right way, and and hopefully tapping into that huge beauty audience, you know, of 70,000,000 plus in The US, users who are just love love beauty, and they plan all of those routines and products and ideas, on Pinterest. That's great. Yeah. I think it's it's also been a a big year. I mean, brands of of our size and and similar are all really kind of like, how do we crack up our funnel? I think that's been the struggle of how do we get more more reach? You know, if we're really good at getting VR response ads, then what is the next step? How do we grow our our top of funnel or upper funnel in areas? I think that's where we've been testing a lot more consideration with you guys. Also, I think some of the big wins was, a lot of the media platforms have been using more AI kind of algorithmic kind of campaigns. I think the the smart performance or SSPC, is that what you guys are calling it? The performance plus. Yeah. Performance plus. Okay. Too too many actors. But, yeah, the Performance Plus on the Pinterest campaign that we've been seeing, I think that was also a big unlock for us and kind of in the past, we did a lot of search and, and some keyword stuff. And so it's definitely a different and and I remember early on, we're kinda like, okay. This is, like, Google media buying mixed with meta media buying. It's complicated. Like, how do we go about it the right way? But I think some of these kind of more automated, aspects of it have really helped us kind of find the wins and unlocks. So we do, other campaigns that were kinda like, oh, we're seeing success in in search, but some of the other, ones weren't doing as well. So how do or browse. Browse didn't didn't work as well for us. We're kinda, like, continue moving budget around. I think that was the struggle. And then we're like, wait. We're looking at the wrong windows. I think a lot of the new campaign types are also big on mock press. And we're excited as we're testing some of this, like, more mid funnel aspect knowing that there is this kinda, like, middle part of of someone's journey that we're seeing on on Pinterest. And how do we kind of, like, capture that and really capitalize on it? Yeah. I've been super impressed with how you're all thinking about that. I think you're you're ahead of the curve. It's so easy to get sucked in as a marketer to just offer operating at the bottom of the funnel. That's where you can see those tangible results. But I loved how you you're all thinking about that, moving up the funnel and making sure that you're actually filling the funnel so you don't just dry it all up, by overhitting the those those kind of, like, high potential converted audience, but you're really priming the pump and getting people ready to to move down the funnel. And so we we love seeing that work on Pinterest too where you have that hybrid approach of these traffic driving campaigns coupled with the performance plus conversion optimized campaigns, and that that together seems to be working pretty well. That's great. How how do you think about the as we're kind of talking about balancing the funnel, what is your measurement evolution then, Scott, for for Laura Geller, for AS Beauty? Like, how you you know, you you use a lot of great sources. I I think it'd be helpful for the audience to hear more about how you're thinking about measuring, not just Pinterest, but holistically across channels. How are you thinking about that? Yeah. I mean, for us, it really started, I think, in, like, the iOS fourteen five kind of, like, that little, like, earthquake I'd call it of of just attribution and tracking, reporting performance. It really kind of forced us to kinda think about attribution differently, and that's where we started working with Triple Whale. We've been with them. I'd say it's been about almost four years now that we've been kind of using them as our our real North Star and guiding light to kinda, like, understand performance. But the the I think the value as we've expanded our channel mix and from just being on one, two channels to now probably 10 plus or so, It's really helping us understand. We we like to say, like, where is our next best dollar spent? And being like, okay. Where do we put that additional dollar? Is it gonna go to Pinterest? Is it gonna go to Meta? Is it gonna go upper funnel here? And using that to really kinda guide where where we see success and what's what's winning for us. So we use the first click attribution model. We also did a lot of correlation analysis to our weighted CAC and our, like, MER or add to sales ratio. Any kind of, like, for us understanding, like, what is it that we really care about our business to then measure and how does that kind of track back to what we're seeing in trip well so that we know that when we're making media buying decisions, these are the most informed decision to get us the results we're looking for. So on a day to day and I I got the really granular level down to a campaign or ad setter ad. We're looking in Triple Whale and making those kinda, like, micro adjustments or changes or even kind of looking at creative wins or or, or creative testing. But then on a more holistic level, we've really gone more upper, style or kinda like more holistic approaches. Okay. How do we think about our larger budgets and how we're distributing them across the different, ad channels? And then we're also our Amazon business has been, has seen a lot of growth over the last few years, and we're we know that there is a lot of halo that comes from that as well. So using those tools to help us understand what is the the macro change we can make that are gonna really affect those moments, especially we just found out today October 7 is gonna be the next Prime Day. So how are we scaling into that? How are we gonna think about, our different media mix to help improve our Amazon business for these big moments that we know are so pivotal, especially October being Prime Day right ahead of Black Friday, Saturday, Monday to make sure that we're acquiring as many new people on Amazon as well because that's gonna fuel our our Amazon growth for for the rest of q four. So, we use a couple tools on the side from, different ways of looking at at that aspect of our business to really see, okay, where do we distribute the dollars and then use Triple Whale to go deeper into, okay, now what are the campaigns? What are the ads that, that are really gonna help us make sure we're driving, the right, micro changes to ads and and that to to drive the results we're looking for. That's super cool. Yeah. I love that triangulation that you all do between and your triple whale first click and just making sure that you're you're making well informed optimizations on a daily basis because you are stepping back and you're looking at the big picture with and calibrating that. Because how often do you get reaches it monthly or We we get them on a monthly, so we're uploading data on a monthly basis with that. And typically, looking at I mean, that's the hard part. I think people are trying to use M and M two granular. It's it's not it's it's not pulling everything in there. So you're really looking at kinda like an impression based and geo based. M and M is the one that we're using. And so it really helps us kinda look at it on a larger scale because we know there's so much that is kinda, like, going into that customer journey or kinda, like, the interactions for it to get an accurate read. We're looking at mostly monthly. But we also are coupling that with geo holdouts as well. So for us to kinda do different DMAs or different geos that we're gonna be like, you know, we're gonna exclude this and only run a specific test in that area. So I think that's where we're kind of pushing more to be like, okay. We did a a big consideration play with Pinterest. We're we're still waiting on on that current readout that we're talking about to really see, like, okay. What is the lift? And I think that helps us validate. I mean, at the end of the day, what we're trying to see is, like, we're spending money. We're making changes. Is there business like, are we seeing any difference in sales and new customers? That, I think, is your temperature check. And, you know, if you feel good about it, at least you know you didn't burn the house down by making some of these changes. But then it's like, okay. Now that we actually can see this, what are those thresholds? So I think that's also the the next phase of it. Like, what is the, what is that kinda, like, diminishing return point? How do we get as close to those diminishing return points as possible, without going past them? I think that's where the geo holdouts really help us with some of that too. That's so great. I love that. It's super helpful advice for the for the audience. Let's shift gears a little bit for the last few minutes and talk more about your holiday strategy. I think, you know, we're the the theme of the webinar is obviously getting ready for holiday. We and Pinterest see holiday as a huge part of the year. It's our biggest season of the year as well. People start planning, for their holiday, activities and, gifts that they wanna give and parties they wanna throw very early on, and then it really just picks up as we get into q four. I'd love to hear from you, Scott. What what are you all planning? What are some of the things that you're excited about this this, you know, holiday season, and and how are you thinking through some of those priorities? Yeah. I mean, for us, we the then I see in in the beauty world, we do different holiday drops and holiday collections every year, and people love, I guess, the new the new packaging, the new styles, the new colors. So we launch all of our holiday products on October 2. So that's gonna be a big launch for us there, and we're gonna launch ads across all our different channels for some of our our top, items that we know always draw a lot of attention. So we're excited about, you know, to really scale that through the ad side and kinda tell a different story. We kinda build these collections around the moment we have for this year. So come check it out October 2 when that goes live. But even beyond that, I think it's like, what are the different moments, especially with with Pinterest? I think that's where you guys do a lot to really call out this holiday moment knowing that people are kind of again, it's it's such a different aspect of, like, people are doing their shopping. It's almost like your your live shopping board that people are doing and kind of putting out there. So it's like, okay. People can think about and curate these collections. Again, For us, some of our products are more giftable, some are gifting for themselves. And so it's like, okay. People are building two different types of lists. Like, what do they want themselves? Do they know that there's gonna be holiday promotion? What do they want other people? I mean, I know people's significant others are kind of, like, passing Pinterest boards which are like, hey. This is my curated list. These are the the shopping gifts for for us, for the kids, for everybody. So I think it's like, how do we think about making sure that we're showing up so that people are thinking about us when they're creating those those boards and those lists. That's smart. I love that. Yeah. You guys do some really great work. And, yeah, your promos, your packaging, it's incredible. And I love how you're tapping into that Pinterest audience. I think, you know, I I my wife pins onto a secret board for me so that I can have reference for all the gifts that I should buy her. And, and I and people tell us that all the time. I mean, most, you know, most people say I think it's, like, 78% of people, they're they're using Pinterest to get new ideas, get gift ideas, and most of them are open to new brands. They wanna discover brands, and so we're really trying to, like you said, curate some cool really cool shopping experiences this year, and it's gonna be, I think, even better than years past. In the past, we've done really great gift guides. We'll continue to do that this year, and then we're even building different deal modules this year within Pinterest. You'll see within our app, specific, kind of deal deal little boards, feature different products that are featured, that can show off great products that you can shop that are on sale. And and a lot of that's enabled by our our new promo overlay features that I know I think you all are tapping tapping into as well. But a lot of ways that you can just start helping your brand pop on Pinterest this year, with these overlays, with the promos, and then with these deal modules that you'll just automatically get inserted to as you as you use some of those performance plus campaigns we were talking about earlier. So pretty exciting stuff. Anything else, Scott, like Yeah. I think those are go ahead. Yeah. I yeah. I mean, I think that's sort of, like, a huge cause. Like, it's different than the other channels where it's like, you're not just like, hey. We're running new creative for holiday. It's like, actually, like, the platform itself is investing in actual aspects for holiday knowing that, you know, these there are specific moments that it kind of goes hand in hand. They're like, hey. We want to call out holiday special items deals that we know that our our brands are promoting and kind of, like, give a special moment to that. So it's like, you know what? This isn't just the same evergreen dog toy that someone's running ads to. Here is, like, they have a holiday collection. This is part of our holiday gift guides and some things that we've already kinda, like, selected and made them a part of so that they can hopefully find success in that. We tested, I think, last year, some of the holiday ads that were part of the gift guide and holidays that and ads that weren't, and we saw an improvement in that. So I think that's where it's like, you know what? We wanna make sure we're taking advantage of these these moments that you guys are are creating knowing that advertisers want to do something a little different, like, in the holiday times than just kind of running the same ads and and hoping that consumers are gonna show up the same way they do on other platforms. That's right. Yeah. I love that, Scott. And I think you're you're hitting on a good point that when people come to Pinterest, they actually wanna see brands. They want to see products. They don't they're you know, it's not just a social feed, and they're trying to get entertained. They're they're actually there usually with with some intention that they wanna they wanna find something to better their lives. And, often, your brands and other your other brands are the ones that can help them do that and bring those inspirations to action. So, I love how you guys cater your creative toward those moments for us and really try to think about Pinterest first and some of your creative, which has been super helpful. I know we're on our last two minutes. So quick speed round. One piece of advice, Scott, for brands this holiday season, what would it be? Yeah. I I think I mean, like any year, Black Friday, Saturday is so important for just trying to generate sales and revenue. I think it's looking at the data, looking at what you did last year using Triple Whale, asking Mobi tons of questions. I think also the the most cost effective way to generate sales on Black Friday, Saturday, Monday is gonna be email and SMS. So really hone in your email SMS strategy. Look at your send times. What were the best send times last year? What were some of the hours that performed best? These are all, I think, great questions for Mobi and Triple Whale and using the the data warehouse that they've created to kind of get those answers so that you can be as efficient with these areas of opportunity. It's it's gonna be competitive. I know we've seen it's been a tough year with with tariffs. So people are holding on to their dollars even more closely than in the past, and I think we're seeing it's been a a tough couple months in the summer. I think, like, we're we're gonna see people hopefully come out, and they're they're waiting for these deals. I think, like, every year, I feel like we say this, like, people are more deal shoppers. But I think it's it's the the times of people are are savvy shoppers, and they want to to feel like they're getting a great, great offer. And so Black Friday, Saturday, Monday is gonna be some of the best ones. So make sure you're you're there, and you're you're given awesome, awesome deals that are generating the revenue that you're you're looking to to get. I love that. That's great advice, Scott. Yeah. I I completely agree, and we see that on Pinterest too. If people are using using the platform to plan and to get ready for those to to spend their money in a wise and and and thoughtful way, and, you as marketers, you know, you gotta be able to take advantage of that and get them the right offers, give them the right deals, and be there when they're in those early planning stages, and then make sure that you can help, bring them bring them home and get them to convert. And, you're doing a great job of it. Thanks for chatting with us today, Scott. Appreciate it. Yeah. Thank you, PJ. I think that we ended right on, Yeah. I was watching the clock right on the minute. Right now? Are we are we still live? No. We're not live. I think we're out. Good. It's like It's a crowd. Yeah. We're just listening to I know. Like, my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my my Yeah. I'm in the shadow, and I'm like, I I was gonna go ahead and run up and tap it every few minutes. Oh, shoot. I'm sorry. No. It's all good, man. You you did great. That was awesome. Thank you. I thought that was super informative and hopefully get some good advice to people. Yeah. And I I and yeah. Thank you for plugging in just so much too. I'm hopefully, this this will help too. But yeah. Cool, man. Yeah. I hope I hit all hit some good topics for everyone. No. I think you did. I think you did for sure. Well, yeah. Thanks again, man. And, yeah. Hopefully, I'll see you see you again soon in New York. It should be out there for the, that event in New York in early October, I think, I invited you to. The the, like, New York Stock Exchange one. Alex is gonna come up for it. Cody said he might come from Jones. And then, Kate Hewitt from Bombas should be there, and then a bunch of other people who are non d to c should be there too. Like, should be, like, 20, VPs and CMOs, just jamming together. So it should be cool. So That's the eighth. Right? Yeah. Yeah. I I put it on my calendar, but, yeah, I would love to be a part of that. Sounds like a lot of fun. Yeah. It should be cool. We'll have a lot of our product leaders there. I want I want them to hear from you guys and, like, get some get some good feedback to them too on how we improve. So it should be sweet. Awesome. Yeah. Well, I'll definitely I'll see you in a in a couple weeks, I guess. Sounds good, man. Well, yeah. Good luck to everything, and say say hi to my team if they're if they're over there. Will do. Yeah. I gotta go hunt them down. They should be here somewhere. Sweet, man. Alright. Well, good chatting with you. Thanks again, Scott. Alright. Thanks, PJ. Alright. See you, man. Bye.