Wavemaker and L’Oréal pin down success on Pinterest

Pinterest is fast becoming one of the most lucrative social media platforms for brands looking to make a lasting impression with consumers. Its latest proposition for brands, Premiere Spotlight, is no different, and Wavemaker and L’Oréal are the first in Australia to reap its rewards.

With almost 500 million monthly users, Pinterest is more a visual search platform than it is a social media site, and it is a key hub when making purchase decisions. With reports suggesting the average lifespan of a post on Twitter being 15 minutes and on Facebook six hours, a ‘Pin’ on Pinterest can be expected to receive engagement for up to 14 weeks. Brands are taking note, and Pinterest is launching new ways to get them on board.

This year Pinterest launched Premiere Spotlight, a high-impact awareness ad solution designed to help advertisers reach audiences at scale. With Premiere Spotlight, brands can exclusively own premium placements on the platform for a desired period, with videos ads for example featuring in high-traffic areas like the search page.

The Wavemaker Australia team successfully launched the first Premier Spotlight brand activation in the country, with L’Oréal-licensed Armani ‘My Way Eau De Parfum’. While a legacy brand with an enduring luxury, iconic brands still need to adapt and innovate. The teams went bold and activated a search and home feed takeover, strategically positioning product-focused videos as the first paid impression a user will see on Pinterest.

The proof is in the spray, and the positively provocative campaign saw impressions rise 87% above the expected estimate, which was complemented by a 40% more efficient CPM when compared to the media plan, thus highlighting the cost-effectiveness of the strategy. A 4.2x increase in outbound CTR, when compared to Armani’s usual awareness campaigns, demonstrated strong engagement from Pinterest users.

While Premiere Spotlight’s primary aim is to drive impactful brand awareness, the high-reach video format also shifted purchase intent for the campaign. This underlines the potential of high-impact awareness campaigns as potent drivers for direct-to-consumer initiatives as part of a full funnel campaign.”

Dee Weber, Senior Client Partner at Pinterest