TLC / Say Yes to The Dress

TLC UK & Ireland Entices Users to ‘Say Yes to The Dress’ With Pinterest

To promote the UK premiere of reality TV show ‘Say Yes to the Dress’, TLC UK & Ireland worked with Adaptly to run a six-week campaign on Pinterest, raising awareness while enticing users to engage with the content and tune-in to the programme.

The campaign exceeded engagement rate benchmarks by 1.13% and CPE came in 70% lower than target. “Close-ups” accounted for the vast majority – 98.7% – of engagements which, for a TV show, is crucial as it indicates that a large number of users took a closer look at the text overlay featuring important show information such as premiere date, channel, and air time.

“We found Pinterest incredibly effective in promoting the launch of ‘Say Yes to The Dress UK’ and with the help of Adaptly and the7stars we managed to successfully boost engagement as well as tune-in to the programme. As users often go to Pinterest to plan for future events such as weddings, we knew that our content would work well on the platform and we were really impressed with the way Adaptly optimised against top-performing creatives and audience segments to further improve results.”

Faye Robson – Senior Marketing Manager, TLC UK & Ireland

Results

1.13%

over engagement rate benchmarks

70%

over CPE goals

98.7%

of engagements were close-ups