And…action! How Premiere Spotlight video helps amplify awareness
October 30, 2024
Data comes from a brand lift study. Pinterest with CeraVe, CA, 2023.
Driving awareness requires always-on, behind-the-scenes work. But when it comes to moments like launches and seasonal campaigns, you need something that’ll really steal the show. That’s where Premiere Spotlight comes in.
Premiere Spotlight is a premium mobile solution that helps maximize reach and impact. You’re guaranteed premium real estate in high-trafficked search or home feed placements, with advance reservations for an entire day. Your ad can take over approximately 50% of mobile screens, helping you optimize results.
Brands using Premiere Spotlight have seen incremental lifts beyond standard awareness campaigns, with improved brand awareness and stronger ad recall.1 And when it comes to placements, bundled is better: Brands running Premiere Spotlight in home and search feeds on the same day measured 2.2x higher action intent than brands only using one placement.2
Three brands stealing the spotlight
Take a closer look at brands seeing success to get inspiration for your own campaigns.
CeraVe finds a smoother way to promote products
Realizing that people on Pinterest are actively searching for bodycare solutions, CeraVe turned to Premiere Spotlight to get more eyes on their line of moisturizers. They booked placements on home feed and search for an entire day, maximizing their reach.
The campaign played up the brand’s endorsement from dermatologists, showing the brand’s credibility in crowded space. Ultimately, the Premiere Spotlight placements significantly boosted brand visibility among core audiences. The brand saw a 56% increase in branded search after the Premiere Spotlight takeovers, as well as a 8.4 point lift in Pin awareness.3
HP supercharges awareness
HP ran a full-funnel campaign to boost awareness and drive enrollments for their “Instant Ink” subscription service in Germany. They inked in success with a special Premiere Spotlight takeover, scheduled for a strategic day: Sunday. HP’s team knew that most German brick-and-mortar shops close on Sundays, so it was the perfect time for a high-impact digital moment.
The spots show how simple it is to use HP’s subscription service, showing various use cases where you’d want extra ink on hand. Thanks to the Spotlight placement and other tactics like direct links, HP set a new company record for their social media campaign performance.4 They saw a 4.4 point increase in action intent, with more efficient costs than they’d achieved previously.5
Kroger raises brand association
Since Pinterest is a go-to platform for holiday shoppers, grocery chain Kroger made Premiere Spotlight the centerpiece of their seasonal campaign. Their takeover focused on festive grocery shopping, and all the ways Kroger can help make the holidays extra special.
Kroger ran their Premiere Spotlight as part of a broader campaign that also used formats like Quiz ads and Showcase ads. The Premiere Spotlight videos put Kroger right at the top of people’s search pages, showing up as they sought inspiration for their next big meal. Beautiful, inspiring creative gave Pinners new ideas for their own holiday tables, from recipes to tablescapes. The results definitely spread some cheer: Kroger’s Premiere Spotlight ads resulted in a 11.6% increase in awareness, and a 5.4 point lift in brand association.6
“Pinterest's guidance and willingness to innovate alongside us gave us the confidence to launch a groundbreaking campaign. The results speak for themselves, and we’re really proud of our impact on Pinterest.”
Kay Vizon,
Director Integrated Media, KrogerHow to get started
To learn more about Premiere Spotlight reservations and inventory, chat with your Pinterest team. To get more inspiration for video campaigns on Pinterest, explore our case study library.
