Background

Zola is an innovative online registry, transforming how couples and guests share, buy, and ship wedding gifts for the modern age. Featured in Vogue, Brides, and The Knot, Zola eliminates the impersonal nature of registries and brings everything the modern couple is passionate about – home décor, adventurous experiences, and cash funds – to one place.

Challenge

Pinterest is often the first stop for wedding inspiration, which makes the visual bookmarking tool essential for Zola. To become a part of couple’s wedding planning, Zola needed to develop save-worthy content and deliver it to the right brides and grooms early in their process.

“Pinterest is a primary platform for couples who are gathering inspiration for their wedding. It’s important to us that Zola becomes part of that planning process.”

— Laura Holliday, Zola CMO

Solution

Zola tapped digital and creative agency Unique Influence and 4C’s Social Ads product for Pinterest. Using features like keyword, location, demographic and device targeting, Promoted Pins were delivered to the right audience at the right time. Keyword-level results and streamlined bulk management tools enabled quick, on the fly ad optimizations.

Results

Zola precisely delivered best in class Promoted Pins to receptive audiences and optimized results based on cross-channel behavior and the highest performing targeting. Through 4C’s Social Ads product and Unique Influence’s expertise, Zola achieved a 44 percent increase in conversion rate and 50 percent increase in click-through rate.

“Couples love using Zola registry once they discover it. Using relevant wedding keywords to target our Promoted Pins, we’re able to get the word out to newly engaged couples.”

— Laura Holliday, Zola CMO