Pinterest Ads success story · Intimates and activewear brand

How Thirdlove beat an incremental ROAS benchmark by 2.2X with Pinterest Performance+.

Name: Overtop Media Digital Marketing
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Thirdlove launched a temperature-regulating sports bra just as people start planning summer outfits. Pinterest’s AI targeting found new shoppers, retargeting kept loyal buyers close, and an independent test proved the extra revenue was real.

Business: Thirdlove
Market: United States
Goal: New customers and proof of incremental revenue

Woman in black activewear holding a standing yoga pose in a sunlit studio with whitewashed walls

The results.

Compared with the incremental return on ad spend benchmark of the third-party measurement provider that ran the test.

2.2Xhigher incremental ROAS than the measurement benchmark
57%of incremental revenue came from new customers
Over halfof reported conversions confirmed as truly incremental

A third-party incrementality test, United States, January 26 to March 3, 2026. The share of truly incremental conversions comes from Pinterest’s own data, United States, Q1 2026.

The challenge.

Thirdlove is a direct-to-consumer bra and intimates brand that also makes activewear. Its new TempSync Active bra was designed to stay cool in hot weather, and Pinterest says its users begin planning summer outfits as early as April, so the timing for a launch there was right.

The brand had three goals for the campaign: find new customers, grow online orders and keep nurturing the customers it already had. It also wanted to know exactly how much extra revenue the ads brought in, so it could decide where to invest next with evidence rather than a hunch.

Pinterest example of Performance+ targeting reaching relevant people with a sponsored Pin

What they did.

Pinterest Performance+ targeting · Retargeting of existing customers · Third-party incrementality test

Launched in planning season: The campaign went live while people were building their summer wardrobes, with the new bra at the center of every ad.
AI found new shoppers: Pinterest Performance+ targeting used signals from the creative and from audience behavior to reach the most relevant people at scale, well beyond the brand’s own customer lists.
Loyal buyers were not forgotten: Alongside prospecting, the campaign retargeted people who already knew and liked the brand, balancing new customers with repeat ones.
An independent test: A third-party media effectiveness platform measured how much revenue Pinterest actually added, on top of Pinterest’s own measurement.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Right product, right moment: A cooling sports bra is an easy idea to act on when people are already planning for summer heat. Timing did part of the selling.
Broad reach, guided by signals: Letting the system look beyond existing audiences is how a brand finds customers it would never have thought to target.
Two jobs, one plan: Prospecting fills the funnel and retargeting closes it. Running both meant new shoppers did not slip away after a first look.
Proof unlocked budget: With incrementality proven, Thirdlove scaled its spend and moved more of its mix to finding new customers. Measurement turned a good campaign into a growth decision.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our pinterest ads management.

Plan around the calendar: We map your launches to the weeks people start planning, which on Pinterest is often well before the season itself.
Let the AI work, with guardrails: Automated targeting runs on clean conversion data and a clear goal, and we check that it is finding new customers, not just recycling old ones.
Measure what the ads add: Holdout and lift tests show the sales your ads caused, not the ones that would have happened anyway. Our analytics services make that possible.
Plan every channel together: Pinterest finds planners, while Facebook and Instagram ads and search catch them later. We run them as one plan in our Pinterest ads management.