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From Pins to Profit: How Seraphine Unlocked Efficient Growth with Pinterest Ads

Seraphine is a leading maternity brand renowned for its stylish, comfortable clothing designed for both expecting and new parents.

As the brand's popularity continued to grow, their marketing team recognized the need for a full-funnel strategy to drive future-proof growth. However, they faced a critical challenge—measurement.

Last Click attribution suggested that their upper funnel activities and Paid Social channels delivered little value. Yet, the team had a strong sense that these channels were more effective than the data showed—they just didn’t have the numbers to back it up.

With Fospha’s full-funnel attribution, Seraphine was finally able to see the true impact of their Paid Social efforts and discovered huge untapped opportunity on Pinterest.

Here’s how Seraphine turned those insights into growth:

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Image Credit: Seraphine

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Before onboarding with Fospha in November 2023, Seraphine already spent a small portion of their budget on Pinterest ads, but struggled to demonstrate the channel’s value with their existing measurement options.

Last Click attribution was clearly undervaluing Paid Social channels, and the team had reservations about relying solely on ad platform data.

By accounting for impressions as well as clicks, Fospha fairly attributed value to Seraphine’s upper funnel activities and revealed that Pinterest had a far greater impact than previously recognized. For H2 2023, Last Click had only captured 3% of the conversions that Pinterest drove, leaving the Seraphine team with a blind spot of 97% of the channel’s true value.

Seraphine's efficient year-over-year growth in Pinterest 

Once Seraphine could see the untapped opportunity in Pinterest, they wasted no time scaling the channel. Just over 6 months later, channel spend was up by 590% year-over-year. The decision paid off and Pinterest proved to be highly scalable, driving efficient growth at increased spend levels. 

YoY Change, H1 2024 versus H1 2023,  UK Market:

590%

Higher Spend

13X

Channel Revenue

50%

Better CPA

96%

Higher ROAS
Seraphine

"A big goal for us was to diversify our channel mix to de-risk the business. Fospha’s data really helped us to do this by comparing efficiency across channels to find opportunities to scale channels with a smaller share of wallet, which we did with Pinterest."

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Image Credit: Seraphine

Seraphine's story is a real testament to the power of full-funnel measurement. With Fospha, their marketing team could identify opportunity in Pinterest that had been previously obscured by Last Click attribution. Scaling Pinterest, Seraphine unlocked highly efficient growth, with efficiency metrics performing optimally at higher spend levels. 

We can't wait to see what Seraphine achieve next with Fospha!

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