From Crocheted Cars to Conversions

Lessons from Progressive’s Pinterest Ad Strategy

In the constantly evolving world of digital marketing, capturing the attention of a potential customer is no small feat. Recently, while scrolling through Pinterest, I stumbled upon an ad campaign from Progressive Insurance that did just that—it captured my attention in a way that few ads have. The ad featured a video showcasing a car being crocheted together. This as was a refreshing departure from the usual content on my feed, and they left a lasting impression.

Advertising Best Practices: What Progressive Got Right on Pinterest

The Media Buy:
It’s evident that Progressive’s creative team designed this campaign specifically for Pinterest. Pinterest is a platform where users seek visual inspiration, whether in fashion, design, or hobbies. The choice to showcase crocheted car ads perfectly aligns with the platform’s user behavior. By crafting content that naturally fits into the Pinterest ecosystem, Progressive ensured that its ad would resonate with users who are already primed to engage with creative, visually appealing content.

The Targeting:
Although I can’t be entirely sure of the specifics behind Progressive’s targeting strategy, it seems Pinterest’s advertising algorithm zeroed in on my interest in crafts. This personalized approach is crucial in today’s advertising landscape. By delivering an ad that aligns with my interests, Progressive succeeded in making their message feel relevant rather than intrusive. This kind of precision targeting is a powerful tool for capturing the attention of potential customers.

Top-of-Funnel Creative:
Pinterest users are often in a discovery mode, browsing for ideas and inspiration. Progressive’s ad capitalized on this mindset, presenting a creative, humorous, and non-intrusive message. The ad subtly introduced Progressive’s Name Your Price tool without a direct call to action, which is a smart strategy for top-of-funnel advertising. While I’m not currently in the market for car insurance, this ad planted a seed. When the need arises, I’ll likely recall Progressive’s creative approach.

This experience underscores a fundamental principle of effective marketing: aligning the right message with the right customer in the right place. In an era where scale and automation dominate the advertising conversation, the ability to connect with customers meaningfully—especially for a commoditized product like auto insurance—is where human marketers truly make a difference. Progressive’s approach was a breath of fresh air in this regard.

The Landing Page: Room for Improvement

However, my journey didn’t end with the ad. Curious to learn more, I clicked through to the landing page. Here, I encountered a bit of a disconnect. The landing page was highly direct-response focused, aiming to collect customer information for the purpose of selling a policy. There’s nothing inherently wrong with this approach—after all, conversion is the ultimate goal. However, the landing page felt jarringly different from the ad that led me there.

The ad was a top-of-funnel effort, designed to engage and inspire, but the landing page was pure bottom-of-funnel. For customers who were not yet ready to make a purchase, the abrupt shift from a creative, engaging ad to a direct sales pitch could be off-putting. Progressive missed an opportunity to better align the landing page with the ad’s creative tone. By providing more information about the product, potential cost savings, and how Progressive compares with other insurance providers, they could have created a smoother transition and a more cohesive customer experience.

Considering Pinterest as an Advertising Platform

Despite this minor critique, Progressive’s Pinterest campaign left me intrigued about the platform itself. Pinterest isn’t typically top-of-mind when considering advertising channels, but seeing a major brand like Progressive leverage it so effectively made me take notice. It’s a reminder that great marketing often involves exploring new avenues and platforms to reach your audience in unexpected ways.

For those considering Pinterest as an advertising platform, Progressive’s campaign serves as a compelling case study. The platform offers unique opportunities to engage users who are already in a creative and discovery-oriented mindset. And while there’s always room for improvement—particularly in aligning creative with landing page experiences—the potential for impact is undeniable.

As for me, I may just dive deeper into Pinterest’s ad academy to explore the possibilities. Who knows, I might become a Pinterest advertiser yet. Let me know what you think of this ad. Leave me a note by visiting the contact page.