Case Study: TV Land achieves 110% higher save rates and 96% mobile engagement with Pinterest Promoted Pins

TV Land - Customer Case Study

TV Land set out to reposition itself from a classic-sitcom rerun network to an original-programming destination with the launch of Younger. The challenge was to build early awareness and attract new, style- and celebrity-focused audiences on Pinterest in advance of the premiere while outperforming industry engagement benchmarks.

They spent six months developing organic boards, used focus groups and analytics to refine content, then scaled with Promoted Pins—turning off poor performers, boosting winners, optimizing for mobile, and scheduling through Tailwind. Engagement rose from 2% to 6%, 96% of engagements were on mobile, Promoted Pins delivered 110% higher saves and 17% higher clickthroughs than benchmarks, and daily exposure grew from about 1,064 to 282,000 Pinners.

TV Land

Kristin Mirek

VP, Multi-Platform Development & Marketing