Cotton On
Cotton On delivered full-funnel success across global markets by combining Pinterest best practices with a multi-objective strategy.
Goal
Cotton On set out with a clear set of objectives: to raise awareness of new collections, attract high-intent shoppers, and ultimately convert them online. To support these goals, the brand aimed to build a multi-objective strategy that could drive full-funnel performance—reaching Gen Z and Millennial audiences across both core and emerging markets.
Pinterest was the perfect fit to help bring that strategy to life. With its highly engaged fashion audience—particularly Gen Z (age 18-24) and Millennials (age 25-34)1–Pinterest provided the right environment to deliver impact across the funnel.
Whether people were browsing for fashion inspiration or ready to shop, Cotton On saw the opportunity to meet them in the moments that mattered most.
Strategy
Cotton On built a full-funnel campaign that layered upper-funnel tactics—like a Premiere Spotlight takeover—on top of their always-on performance activity. By aligning creative with seasonal fashion moments like summer, the brand was able to expand its reach more broadly, drive resonance and inspire action across multiple markets.
The campaign featured a diverse mix of Pinterest ad formats and features, from high-impact awareness placements like Premiere Spotlight to shoppable image and video ads. Assets ranged from branded to unbranded, lifestyle to product-focused, and were thoughtfully tailored to key seasonal moments and audience interests—leaning into Pinterest trends and targeting categories like fashion and kidswear. All creative followed Pinterest’s best practices, ensuring it was designed to inspire, engage, and drive action in the feed.
With Performance+ and moment-aligned targeting, Cotton On effectively engaged Gen Z and Millennial audiences as they actively shopped on Pinterest. Direct Links also played a key role in accelerating the path to purchase—helping bridge the gap between inspiration and conversion.
While the Premiere Spotlight takeover was exclusive to Australia, the campaign was global, reaching shoppers in the US, Malaysia, South Africa, Brazil, and Singapore.
“
Pinterest was the ideal platform for us to connect with our core audiences across global markets. By pairing creative best practices with a full-funnel strategy, we were able to drive real results—whether we were inspiring discovery or converting intent. The versatility of formats and the alignment with seasonal moments made Pinterest a key partner in growing both reach and performance.”
Emma Paterson
Head of Customer Acquisition and Retention
Results
By adopting a full-funnel approach, Cotton On saw strong performance across brand and conversion metrics. When the brand paired its summer moment with a Premiere Spotlight placement, it drove a 3X higher conversion rate and improved ROAS across all live campaigns in the days following the 1-day takeover.2
The campaign’s impact extended globally. In the US, Cotton On achieved a 4X higher save rate and a 25% higher average order value compared to Australia.² In South Africa, CPMs were 88% more efficient and cost-per-checkout 83% lower compared to prior campaigns run in Australia.3
These results highlight how layering awareness formats into a full-funnel strategy—anchored in trends, timing, and tailored creative—can deliver lasting impact with high-intent audiences.
+3X
Higher conversion rate following Premiere Spotlight2
+4X
Higher Save rate in the US vs. Australia2
59%
more efficient media compared to fashion benchmarks in the US market3
Premiere Spotlight
Cotton On used Premiere Spotlight to launch a break-through awareness campaign. Learn how this high-impact takeover can help your brand drive visibility and put your products front and center. Our top tip? Book your slots early. Make a splash.
Pinterest’s creative best practices
From branded lifestyle shots to unbranded product Pins, Cotton On followed Pinterest’s creative best practices to build attention-grabbing content that resonated with shoppers. Follow these tips.