Diageo created a Quiz-to-Board Pin Extension that asked Pinners a few questions and generated a customised board on their profile, giving them ideas for the perfect cocktails to make at home.
Available in over 180 countries and with more than 200 brands to their name, Diageo have been raising the bar for beer and spirits for decades. From Johnnie Walker and Smirnoff to Baileys and Don Julio, they’re a global leader in alcohol across the world.
Diageo’s consumer research highlighted an increased interest in cocktail making that coincided with people spending more time at home during the pandemic. Hoping to inspire customers to start making perfect cocktails at home, Diageo teamed up with Pinterest to help Pinners choose the right drink for the moment.
Key stats:
Pins generated in one week1
avg. time spent engaging with the Pin Extension1
Cocktail party
Diageo focused their Pinterest campaign around a Pin Extension, which enabled the brand to serve up customised cocktail recommendations to Pinners who answered three simple questions about the colour, flavour, and mood that they were looking for in their ideal beverage. This strategy generated hundreds of pieces of organic content on Pinterest for Diageo in just one week. By creating a board full of custom ideas on a Pinner’s profile that they could come back to time and time again, Diageo were able to boost consideration for their brands in the eyes of cocktail-hungry Pinners everywhere.
Furthermore, Diageo decided to launch their Pinterest campaign simultaneously with Diageo’s World Class Bartenders Finals, giving the brand the opportunity to showcase cocktails made by some of the best bartenders in the world. To ensure that they connected with as many Pinners as possible, the brand drove traffic to their Pins from Pinterest Ads in the UK, US, and Australia.
“
It was a perfect fit: the world’s most inspiring platform together with world-class cocktails made by some of the best bartenders in the world.”
Jimmy Klein, Global Digital Innovation Manager, Diageo
Good spirits
Diageo’s Pinterest campaign was a smashing success. Not only did they generate 684 Pins within one week, but the average amount of time that Pinners spent engaging with the Pin Extension was 78 seconds.1 All in all, the campaign helped to boost consideration for Diageo’s brands by a considerable margin. Moving forward, Diageo are excited to build on their success with Pin Extensions by adapting the experience to new occasions.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
1.
Focus on identifying the right ad formats to maximise the performance of your campaign.
2.
Try to move the needle in each market to fully unlock Pinterest’s potential.
3.
Keep looking to improve your Pins, as well as the customer journey, as you iterate the campaign over weeks and months.