GOAT - Sony Pictures

The Assignment

Sony Pictures asked us to spread the word that GOAT was being released on Digital and to let Pinterest users know when it was being released. We were also tasked with creating the perfect GOAT-themed watch party inspiration for families with kids of all ages. Along with creatives, we were charged with media buying and campaign management.

The Study Plan

Lean into custom creatives featuring a movie inspired mocktail as well as amplify existing assets from GOAT, including trailers and UGC, to create a robust, full-funnel campaign. Pair that content with great management and we were confident that GOAT would be a smash on Pinterest.

GOAT Modo Mocktail: Inspired by the GOATcharacter, Modo, we created this fun kids mocktail and it was hit (>10% ER) with families everywhere looking for fun birthday party inspiration.

Optimize and Amplify Existing Content: Sony Pictures already (obviously) had great GOAT content and clips from the movie, so we optimized existing assets and use them to spread the word about GOAT.

Custom Audience: Using deep data-driven insights and actalike audiences, we acted fast and created custom audiences mid-campaign for Goat, leading to overwhelming engagement and clicks.

The Final Grade

+ 233% Outbound Click Through Rate - vs. Pinterest oCTR benchmark for entertainment, driving real traffic and real results

+ 75% Engagement Rate - vs Pinterest ER benchmark, thanks to fun and original “Modo Mocktail” creatives designed and optimized specifically for the Pinterest audience

+ 56% Click Through Rate - vs Pinterest CTR benchmark, not to mention a 2% CTR on all pins across the entire campaign

- 82% Cost Per Click - vs Pinterest CPC benchmark, meaning GOAT saw better results at a lower than expected cost

GOAT was a slam dunk on Pinterest. Audience engagement surpassed every single benchmark for the entertainment vertical and families everywhere were able to enjoy a GOAT-inspired movie night. We take pride in bringing projects across all verticals to life and seeing them thrive on Pinterest.