Background

Craftsy is the preeminent online destination for passionate makers to learn, create and share. With online classes, popular supplies and indie patterns, over nine million creative enthusiasts are taking their skills to new heights.

Craftsy began marketing on Pinterest because it kept hearing from its members that the popular visual bookmarking platform was one of the key ways that they find inspiration for their craft. The Craftsy marketing team was looking for ways to grow its exposure within the channel and find more members at the moment they are looking for that inspiration.

Craftsy PinterestChallenge

One major challenge with marketing Craftsy is that each of its 15+ crafting categories have completely different audiences with each requiring its own strategy. Managing this volume and complexity in the native Pinterest advertising platform had become severely inefficient and the Craftsy marketing team knew that it was missing out on the full opportunity that Pinterest offers.

Solution

Craftsy engaged with 4C because of the strong paid and organic tools that could help make marketing with Pinterest much more efficient and powerful. With 4C’s Pinterest Content Manager, Craftsy could create bulk pins in a fraction of the time that it took manually, one-by-one, on Pinterest. In fact, to create 10 pins in the native platform took about an hour. With 4C, the same task takes the Craftsy team just 5-10 minutes.

With 4C’s Pinterest Ad Manager, Craftsy could update bids and budgets quickly and more easily than before. Using Smart Groups, campaigns were grouped together for better control. One feature that really has become invaluable is the ability to copy settings and keyword lists from previously built campaigns and promoted pins instead of having to manually recreate these parameters for every new instance.

Result

In the first full quarter of using 4C, the efficiency and optimization capabilities have helped Craftsy grow its three most important Pinterest metrics:

  • 3X increase in revenue
  • 3X increase in new buyers to Craftsy.com
  • 80% growth in email signups