Skillshare: 2x its traffic goal with how-to creative
Skillshare made crafts a growth bet and needed reach and site traffic from one plan. How-to creative on Pinterest and YouTube beat both goals: twice the traffic and more than three times the impressions.
Client
Skillshare
Role
Media Strategy, Media Planning, Buying & Optimization
Paid Media Campaign
Key Takeaway
Crafts and DIY audiences come to Pinterest and YouTube to learn. So we led with instructional how-to creative instead of polished hero video, put 64% of spend on Pinterest, and ran Performance Max as a traffic test. The plan beat both goals: 201,864 site visits against a 100,000 goal, and 32.7 million impressions against 10 million.
Context
Crafts was a growth bet for Skillshare.
Crafts had always been part of Skillshare’s catalog. This time it was a growth bet, with two goals for one plan: reach the Crafts and DIY community at scale, and send qualified visits to the Get Crafty landing page.
In one budget, reach and traffic would compete for the same dollars. Skillshare needed both, and proof of which channels and which creative moved this audience.
Approach
How-to creative outperformed hero video.
Solution
A Pinterest-led plan, with Performance Max as a traffic test.
Results
Traffic and impressions both beat their goals.
How-to creative built reach and drove site visits in the same plan.
Instructional creative outperformed polished hero video.
Pinterest drove traffic, YouTube drove reach and Performance Max bought the high-intent clicks.
+102%
Site visits vs. goal
+227%
Impressions vs. goal
58.5%
Of clicks from Performance Max, on 14% of budget
Tell us where you are. We’ll tell you what we can do.
