Make a splash in 2025 with Premiere Spotlight takeovers

On Pinterest, there are two key moments to reach your audience: when they search (early discovery and research) and when they save (planning and getting ready to act). Understanding both patterns across different industries can help you time your Premiere Spotlight campaigns perfectly.On Pinterest, there are two key moments to reach your audience: when they search (early discovery and research) and when they save (planning and getting ready to act). Understanding both patterns across different industries can help you time your Premiere Spotlight campaigns perfectly.As the digital landscape continues to evolve, brands face the challenge of standing out amidst shifting consumer behaviours and increasingly complex online placements. The saturation of digital spaces with fleeting fads often competes for quick attention, making it difficult for businesses to form genuine connections with their audience. In such a dynamic environment, how can your brand maintain authenticity while still capturing attention?

Pinterest provides a unique blend of discovery and intent, helping your brand to connect with consumers as they actively seek inspiration for life's big and small moments. With Premiere Spotlight's high-traffic placements, you can reserve premium real estate for an entire day. That means that your ad could take over approximately 50% of mobile screens—perfect for product launches and seasonal campaigns. Notably, using Premiere Spotlight to engage with Gen Z has led to a whopping 15x boost in action intent, showcasing how powerful these placements can be for connecting with younger audiences.²

Discover how Premiere Spotlight can help boost brand awareness and drive action intent, turning marketing moments into meaningful consumer connections.

From discovery to decision

The consumers you care about use Pinterest to gather inspiration, discover new ideas and shop with intent, often in the earliest stages of their decision journeys. They're leaned in and eager to act; they just haven’t made up their minds—yet. From home renovations and holidays to manicures and recipes, they're actively planning their next purchase. With over half a billion monthly active users, that's a lot of planning power for your brand to tap into as they’re making up their mind.³

And by running campaigns in both the home and search Premiere Spotlight placements on the same day, advertisers not only have the opportunity to reach more users but could also achieve a significant lift in both awareness and intent. In fact, brands who opted for a takeover bundle measured 2.2x higher awareness than Pinterest norms, and 3.6x higher action intent than brands running a placement in the search feed only.¹

Take Giorgio Armani. The luxury brand highlighted their best-selling fragrance, My Way, by launching Australia's first Premiere Spotlight search and home feed takeover on Pinterest. Using product-focused videos and lifestyle assets, they significantly boosted brand awareness and purchase intent. This innovative campaign exceeded expectations, with impressions 87% above estimates, a 40% more efficient CPM, and a 4.2x increase in click-through rates compared to their usual awareness efforts.⁴  

Understanding Pinterest planning patterns

On Pinterest, there are two key moments to reach your audience: when they search (early discovery and research) and when they save (planning and getting ready to act). Understanding both patterns across different industries can help you time your Premiere Spotlight campaigns perfectly.

Fashion

April through to June is when fashion searches light up Pinterest. Everyone's hunting for fashion inspiration for the colder months. But here's where it gets interesting—the serious fashion planning happens from October through January. That's when people save their favourites, mapping out their summer wardrobes, party looks and fresh styles for the new year.⁵

Beauty

Beauty follows its own rhythm on Pinterest. With summer in full swing, searches peak in December, November and January as Aussies eagerly plan hair and makeup looks for parties, concerts, festivals and more.  When it comes to saves, December is the golden moment—that's when everyone gears up for holiday trips and festive celebrations, saving products they plan to buy.⁶

Home

Australians turn to Pinterest in January for fresh storage hacks and home makeover ideas to kick off the New Year. By March and April, those plans start taking shape. Come June and July, they're all about searching for cozy vibes, but by October, they've started to spring-clean and revitalise their spaces.⁷

Financial services

January sees the highest searches, likely driven by resolutions and a fresh financial mindset.⁸ But the key insight is that saves peak in June, as people renew the promises they made to themselves earlier in the year, and again in December for festive spending—the perfect time to highlight your services.⁹

Food

Food inspiration follows the seasons on Pinterest. March leads in searches as people plan their autumn menus and seasonal eating, while December sees users searching and saving recipes for festive gatherings.¹⁰

Get the most out of 2025

Stop chasing fleeting fads—own your moment. Pinterest's natural planning patterns show you exactly when your customers want to discover brands like yours. Pillow Talk capitalised on this with a Premiere Spotlight takeover during their “Style Reset” campaign, achieving a 21x return on ad spend and reaching 3.5x more users beyond their regular marketing activities.¹¹

By aligning Premiere Spotlight with moments like these, and harnessing the power of a home and search takeover, you'll create meaningful connections and maximise your brand's visibility and engagement in 2025. Contact your Pinterest team to learn more about Premiere Spotlight reservations and inventory.