Ralph Lauren
Ralph Lauren unveil “A Way of Living” book on Pinterest to mark 40th anniversary celebration
Ralph Lauren commemorated the 40th anniversary of their Maison collection by showcasing the book “A Way of Living” on Pinterest. In celebration of this milestone, the brand opted for an organic content creation approach on the platform, bolstered by paid media to amplify their reach.
Ralph Lauren have been celebrating the American way of life for 40 years, from fashion to the home. With its highly intentional audience in search of inspiring lifestyle content, Pinterest was the ideal platform to promote “Ralph Lauren: A Way of Living”. In fact, Pinterest is the number one destination for inspiration when shopping for luxury, and is preferred by 3 out of 5 luxury consumers when searching for brands or products1.
25 million
organic impressions2
-35%
decrease in CPM2
46%
average view rate of Spotlight videos2
Teaming up with their agency Publicis Media, Ralph Lauren crafted a visual narrative using Pinterest boards, sharing compelling chapters from the book to engage audiences. Offering an exclusive peek into Ralph Lauren’s personal moments and home decor, the brand’s creative initiative received an impressive 25 million organic impressions on the platform – a milestone to celebrate2.
To enhance visibility, Ralph Lauren leveraged Pinterest Premiere Spotlight, a placement that offers 100% share of voice on the search and home pages for maximum brand exposure. They also utilised some of Pinterest’s interactive ad formats, Showcase and Collections ads. With these formats, they created ads that allowed users to explore pages of the book whilst discovering Ralph Lauren products tailored to their preferences.
Implementing an innovative targeting approach, Ralph Lauren focused on engaging users interested in travel or design on the home page, while precise keyword targeting on the search page aligned with users’ current interests. This targeting strategy not only engaged users effectively but also led to a 35% decrease in CPM compared to traditional interest-based approaches2.
"Pinterest was instrumental in helping us tell the story of Ralph Lauren’s signature lifestyle approach which has inspired his home collections, and create a connection with an attentive audience with high purchasing power."
Marta Cowburn,
Digital Media Lead EMEA, LATAM & India, Ralph Lauren
Pinterest helped Ralph Lauren to connect with a luxury audience seeking lifestyle inspiration who possess significant purchasing power. Throughout their customers’ journey, Pinterest provides a unique avenue for Ralph Lauren to engage with users and inspire them to take action.
Looking ahead, Ralph Lauren intend to continue sharing their story with Pinterest users, leveraging organic creative features that resonate with audiences and are supported by sponsored content to drive engagement and conversions.
Tips for your next campaign
Try these Pinterest best practices to help get more out of your ads.
Combine creative organic assets with sponsored content: vary formats to tell your story.
Leverage Pinterest Premiere Spotlight, which offers 100% share of voice, allowing captivating storytelling and a truly immersive experience.