Aperol
Aperol used Pinterest’s creative ad features to exceed high quality reach goals and achieve a 4.8+ lift in brand awareness.2
Goal
Aperol knew the post-winter season was the perfect moment to boost brand saliency. With spring on the horizon, the brand wanted to hijack the excitement that comes with the return of spring sunshine, and align it with their iconic orange hue.
As a brand safe, visual discovery platform for Australians, who use the platform to plan for seasonal moments, Pinterest was primed to be the solution.
Aperol’s colour is a unique asset in the category and because Pinterest is a visual search platform, the brand, in a groundbreaking targeting approach, leveraged Pinterest’s trend data and audience insights to create an orange-thread running through Pinterest. Targeting focused on users whose interests visually over-lapped with Aperol’s iconic orange colour: from spring-inspired orange nail art to orange-sunsets, Aperol’s orange-thread connected interest communities and pointed them towards the brand.
By tapping into Pinterest’s creative solutions, Aperol aimed to increase brand awareness and drive consideration among key audiences.
Strategy
Aperol’s campaign, aptly named the Spritz Takeover, tapped into Pinterest's suite of creative solutions, starting with a platform takeover on launch day that turned Pinterest orange.
Their strategy was rooted in Pinterest’s unique ability to connect brands with consumers through visually rich, trend-driven content. They tapped into spring search trends, creating purpose-built assets that included UGC-style videos, carousels, and collages.
By aligning with trending topics like “sunset aesthetic” and “spring nails,” Aperol reached new audiences through adjacent interests, ensuring their content felt fresh and relevant.
Aperol also targeted "orange" keywords to align to their distinctive brand colour, for maximum visibility and brand alignment.
“
Pinterest allowed us to create a truly immersive brand experience. By tapping into spring trends and leveraging Pinterest’s creative tools, we were able to achieve high-quality reach, a strong share of voice and engage incremental audiences, in a way that felt fresh and authentic.”
Roghan Mckerlie
Head of Digital, Campari Australia
Results
Aperol’s innovative approach to Pinterest advertising paid off in spades.
The campaign achieved a >99% Brand Safe rating, Viewability as high as 71% for the high impact Spotlight ad format and an average viewability of 84% for Display ads (as measured by DoubleVerify).1
The Premiere Spotlight takeovers were particularly effective, driving significant engagement and memorability, achieving a 4.8+ lift in brand awareness.2
The carousel ads using orange keyword-targeting performed exceptionally well, nearly doubling ad recall with a 7.8+ lift.2
Aperol’s campaign leveraged Pinterest creative best practices to achieve innovative and creative success on Pinterest.
>99%
Brand Safe, as measured by DoubleVerify1
71%
MRC Video Viewability for Spotlight Ad Format, as measured by DoubleVerify1
4.8+
Lift in brand awareness from Spotlight Premiere takeovers.2
7.8+
Lift in ad recall from orange keyword-targeted carousel ads.2
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