A campaign full of holiday inspiration resulted in incremental sales lifts — 50% of which came from new brand buyers1 Nestlé Toll House Pinterest Holiday Campaign
Nestlé Toll House is a baking icon, evoking powerful feelings of nostalgia. However, staying at the top in a competitive market requires consistent innovation and creative marketing strategies.
For the 2022 holiday season, Nestlé Toll House set an ambitious goal: inspire a renewed interest in their brand and products, with the ultimate hope of driving significant purchase lift. Since many people use Pinterest for holiday ideas and shopping, it was an optimal platform to help Nestlé Toll House roll out an innovative campaign.
8% lift
in incremental sales1
3.53x
increase in YoY ROAS1
The recipe for full-funnel success
Learning from past holiday campaigns and implementing Pinterest best practices, Nestlé Toll House brand and media teams worked with Pinterest to design a campaign fit for the holidays. Planning started early so the campaign could run from fall through the winter holiday season.
Using the Pinterest Trends tool, Nestlé Toll House identified holiday baking search trends to inform their recipe-style ads. A variety of static and Video ads mixed trendy baking ideas with nostalgic ones to inspire every kind of holiday baker.
The team used a mix of CTAs to drive consideration and conversion. Some focused on doing, driving people to “Make the recipe.” Others were more fine-tuned to the moment of purchase, such as “Add to cart,” which linked to retailers to find Nestlé Toll House products.
“By tapping into Pinterest’s unique features and user behavior, we were able to capture the hearts — and taste buds — of our consumers during the peak holiday season.”
— Rachel Loutsios
Senior Director, Marketing & Strategy for Bakery Sweets Division, Nestlé
Results baked to perfection
The campaign outperformed expectations, delivering an 8% lift in incremental sales — the highest-ever sales lift for Nestlé USA on Pinterest.1 While many ads played to nostalgia, Nestlé Toll House also reached a new audience, and 50% of incremental sales came from new brand buyers.1
In the busy holiday period, the brand stood out. Results were 11x higher than CPG benchmarks.1 Moving forward, Nestlé Toll House is looking for other moments to serve up baking ideas on Pinterest.
“We know people turn to Pinterest when it comes to baking inspiration; our team wanted to ensure that Nestlé Toll House remained top of mind for consumers during the holidays. The campaign’s audience strategy perfectly aligned with category buyers—solidifying the platform’s significance in our social strategy.”
— Kat McKenna
Associate Director, OPENMIND
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
- Maximize impact with full-funnel campaigns: Connect with customers at every stage of the customer purchase journey with full-funnel campaigns.
- Start holiday campaign planning early: People on Pinterest are planners. Get the most from your holiday campaign by starting planning early.
- Align your campaign to moments: What moments connect to your brand? You can boost brand awareness and engagement by meaningfully tying your marketing to seasonal moments.
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- NCSolutions data. Pinterest and Nestlé Toll House Q4 2022 Campaign, US
- Talkshoppe, US, 2023 Winter Holidays, January 2023, Study commissioned by Pinterest, Winter holiday household decision makers with holiday purchases who use Pinterest weekly.
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