Maltesers Italy
Maltesers makes their Italian market debut with Pinterest awareness campaign
A new snack arrived in Italy in October 2021: Maltesers, the UK’s favourite chocolate malt treat. Already well established in Britain, the brand chose Pinterest to drive awareness in the Italian market. The result? Maltesers received a warm welcome in Italy, seeing a 21% increase in aided brand awareness1
Light-hearted humour. This was the campaign message Maltesers wanted to land. The #PrendilaAllaLeggera—#LookontheLightSide—slogan invited people on Pinterest to approach life with a smile, a good dose of humour and a delicious chocolate.
To promote their mouth-watering philosophy, Maltesers defined a strategy that included short, witty and engaging Video ads. They targeted a wide audience with an interest in the world of food: focusing on snacks, chocolate and entertainment.
Overall, the campaign results exceeded vertical benchmarks1. The awareness campaign reached over 70% of the targeted audience, with CPM 30% lower and VTR 50% higher than benchmarks2.
+21%
increase in brand awareness; a +105% increase in the 35-49 bracket1
2.4x
lift in message association1
2x
lift in Pin awareness1
"The Pinterest campaign had the primary objective of helping to build Brand Awareness for Maltesers,as the brand makes their Italiana debut— a market which is already crowded with some strong competitors. The results were excellent, as demonstrated by the +21% figure for Aided Brand Awareness. On top of that, the Brand Lift study allowed us to gather priceless insights that will be useful for future campaigns".
Paola Donelli
Portfolio & Media Lead, Mars Multisales South Europe
To dig deeper into performance, Maltesers also ran a Brand Lift study with Pinterest. The results were consistently high across all metrics. The campaign boosted awareness by 21% among people who saw the ads1. Looking at key demographics the results were even stronger: an 89% increase in the 18-24 bracket and a 105% increase in the 35-49 bracket1. Message association lifted 2.4x, with a strong 2.7x increase with Gen Z1.
The Brand Lift study also gave Maltesers the opportunity to compare their results with that of their main competitors. And they noted the remarkable impact for a relatively new brand on the Italian market.
Maria Elena Lozito
Business Unit Director, EssenceMediacom
With Pinterest, Maltesers entered the Italian market in a big way, driving strong lifts in upper-funnel metrics. Furthermore, the campaign struck a chord with both younger and more mature age groups.
These results underline the effectiveness of Pinterest in increasing brand awareness and product awareness in a highly competitive market. With the deep insights gathered with the Pinterest Brand Lift study, Maltesers is planning what’s next with Pinterest in Italy.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
Try a multi-objective strategy. A mix of CPM and CPC can improve results considerably compared to CPM alone.
Aim for an average frequency of 2 or more per week, with a total of 5/10 different creatives to maximise overall performance.
Take advantage of Pinterest’s full suite of Video ad units. Pinterest Brand Lift studies show that full-width videos make a critical contribution to boosting brand awareness and ad recall2.