Nestlé Purina, Pinterest and MarketingScan were recognized at the Adwanted Research Awards 2026 in the Media ROI category, for a campaign that demonstrated Pinterest’s incremental impact on in-store sales. This collective recognition was also made possible with the contribution of WPP Media.
Context & objective
In a highly competitive pet food market, Nestlé Purina aimed to support the launch of Gourmet Revelations, a new ultra-premium wet cat food range.
The challenge was to help this innovation stand out among an affinity audience already engaged in researching and considering cat food options.
Together with WPP Media, Purina activated Pinterest as a complement to traditional media, using an approach focused on intent signals: reaching consumers at the moment when they are searching, comparing and preparing their purchase decisions.
Methodology
To measure the real impact of this activation on in-store sales, MarketingScan supported the campaign measurement through its Geo Lift approach.
The methodology is based on comparing exposed and non-exposed geographic areas with comparable purchasing behaviours. It makes it possible to isolate the incremental contribution of a media lever within the overall media mix, including when other channels are activated in parallel.
For this campaign, the objective was to precisely measure Pinterest’s contribution to sales of Gourmet Revelations, in addition to the other media levers.
Results
The campaign demonstrated Pinterest’s incremental impact on in-store sales, with a measurable contribution that complemented traditional media.
As Gwendoline Genaux, Marketing Director at Purina France, explains:
his campaign enabled us to confirm Pinterest’s role in our media strategy. Adding it to the media plan generated an incremental impact on in-store sales, highly complementary to our other traditional levers
The results published in Émilie NGUYEN’s article report +18% incremental sales generated through Pinterest in addition to the other channels, as well as an iROAS 31% above the MarketingScan benchmark.
This performance won gold in the Media ROI category at the Adwanted Research Awards 2026.
A strong collective recognition for the Pinterest, Purina Gourmet and WPP Media teams, to which MarketingScan is proud to have contributed by measuring the campaign’s incremental impact.
