Case Study: Stone & Wood unlocks female Pacific Ale drinkers with Alpha Digital’s Pinterest advertising

Stone & Wood reaches 2.9 million Australians with Alpha Digital

Stone & Wood, a brewing company, faced the challenge of under-indexing brand awareness and consumption among younger female audiences despite research showing women should enjoy their flagship Pacific Ale product. The vendor, Alpha Digital, was tasked with using paid social channels to mindfully reach and communicate with this new segment.

Alpha Digital implemented a Pinterest advertising strategy, leveraging the platform's predominantly female user base. They subtly tweaked the creative assets to lead with more female-led imagery and videos, which were favored by the platform's algorithm. This solution reached over 2.9 million Australians, 78% of whom were women, and resulted in a 41% year-on-year increase in brand power and a 12% increase in brand saliency among females.

Stone & Wood