How Cangshan Leveraged Pinterest to Drive Revenue

Cangshan is a cutlery brand committed to designing and crafting high-quality, award-winning kitchen knives that blend function, design, and artistry. Known for their innovative approach and impeccable craftsmanship, Cangshan stands out as a leader in the premium cutlery market, serving both professional chefs and home cooks.

Challenge

Cangshan aimed to expand its reach by testing additional media channels, such as Pinterest, Reddit, and TikTok, to learn how best to connect with new customer segments. The challenge was to identify which platforms could effectively balance quality engagement, conversions, and return on ad spend (ROAS) while maintaining the brand's high standards. This exploration was critical for future investment decisions and to ensure a strong digital presence.

Solution

To address this challenge, QRY developed a comprehensive test-and-learn strategy tailored to Cangshan's goals. The approach included:

• Testing targeted ad placements on Pinterest, Reddit, and TikTok to evaluate platform performance.
• Using Pinterest to leverage its visual, inspiration-driven user base to align with Cangshan's premium and artistic brand identity.
• Monitoring key metrics like engagement time, event rates, revenue, and ROAS to identify high-performing channels.
  This strategy ensured data-driven insights and enabled the brand to refine its media investments effectively.

QRY is a proactive, strategic partner that continuously monitors performance and optimizes accordingly. They are quick to pivot when market conditions shift, ensuring that every decision is backed by intention, data and expert insights. Their reporting is comprehensive, consistent, and packed with valuable takeaways—truly setting the standard. - Wendi Liao, Brand Marketing Associate

Results

QRY’s campaign provided actionable insights and delivered strong results, with Pinterest emerging as the most effective platform for quality user acquisition.

• Engagement Time: Pinterest users demonstrated significantly higher engagement than other platforms
• Key Event Rate: Pinterest led in key event performance
• Revenue and ROAS: Pinterest drove the highest revenue and ROAS among the tested channels
• BFCM Performance: During Black Friday and Cyber Monday, Pinterest achieved a remarkable 2x ROAS, establishing itself as a top-performing platform during critical sales periods.

Of all the external partners and agencies I’ve worked with, QRY stands out as the best.. Retail and ecommerce are undeniably their bread and butter, but I'd wager to say that QRY could bring their strategic, results-driven approach to any scaling business, no matter what industry or growth stage. - Wendi Liao, Brand Marketing Associate