essie
essie’s multi-objective campaign uses Shuffles to nail it with Millennials and Gen Z
essie's Pinterest campaign centred on celebrating individuality and self-expression, which resonated strongly with Gen Z and Millennial audiences. The campaign delivered, reaching an engaged audience with innovative features like Shuffles.
For the past four decades essie have been building their reputation as a go-to brand for nail enthusiasts worldwide. Known for their array of vibrant colours and high-quality formulas the essie brand stands for creativity and style.
As the Australian festive and summer seasons approached, essie faced a challenge: engaging the discerning Gen Z and Millennial audience and maintaining their position as a trendsetter in the nail care market1.
essie recognised Pinterest’s unique ability to reach high-intent users seeking beauty and fashion inspiration. The brand seized an opportunity to engage with this community by promoting their empowering campaign message of "Live Your Colour."
The campaign showcased essie's spectrum of nail colours, driving consideration of their on-trend colour varieties as a form of self-expression and individuality during the summer season. With a focus on expanding its customer base and increasing brand awareness, essie aimed to position itself as an inclusive nail polish brand for the next generation.
+2.5x
oCTR, compared to benchmarks across consideration2
80%
more efficient oCPC, compared to benchmarks3
46%
more efficient CPM, compared to benchmarks2
Shuffling to success
Leveraging Pinterest's unique features and engaged community was key to the success of essie’s multi-objective campaign.
Pinterest is the ultimate hub for beauty inspiration, fashion and nail trends. essie strategically capitalised on Pinterest's high-intent Gen Z and Millennial audience4, who are actively seeking out new products, particularly during the peak summer period when nail searches surge5.
essie recognised Pinterest’s ability to tap into the latest trends and strategically aligned their campaign with iconic celebrity style, pop culture moments and fandoms surrounding major concert tours.
"Pinterest has helped essie shine brighter than ever before. With features like Shuffles and direct links, we've achieved incredible engagement results and reached our target audience at scale."
Alana Pozzebon
Head of Media & Advocacy, Consumer Product Division, L'Oréal
One of the decisions that set this campaign apart was essie’s decision to leverage aesthetic collages made with Pinterest’s Shuffles app. This visual curation tool allows users to create, publish and share a collage of ideas and inspiration. essie cleverly used it to put together dynamic and impactful visuals that captured the attention of Gen Z and Millennial users. In fact, Pinterest users save collage content at 3x the rate of other Pin types4.
essie's campaign spanned the summer season with two bursts, strategically implementing a multi-objective approach during the second burst which leveraged direct links to help drive engagement, highly efficient clicks and increased website traffic6.
“
By leveraging trends, new product features and fit-for-purpose creative that is tailored to a Gen Z audience, we've driven maximum impact across the platform. Coupled with insights from Burst 1, our approach has led to outstanding results, showcasing the power of strategic campaign execution on Pinterest.”
Ming Low
Digital director, Wavemaker
essie's multi-objective approach on Pinterest yielded impressive results. The campaign achieved a remarkable +2.5x higher oCTR compared to benchmarks across its consideration layer and an 80% increase in oCPC efficiency compared to benchmarks, helping to maximise engagement while optimising costs1.
Using collages resonated strongly with Gen Z, driving 3x higher outbound CTR compared to regular creative, showcasing how effective tailored content is for this demographic1.
Pinterest emerged as one of the most efficient platforms overall, helping to drive highly efficient outbound clicks, surpassing major competitors4. The campaign also achieved a notable 46% increase in efficiency in terms of CPM compared to benchmarks, helping to deliver impactful impressions while optimising costs1.
Tips for your next campaign
Try these Pinterest best practices to help get more out of your ads.
Embrace Pinterest's trending content: Stay ahead of the curve by aligning your campaign with emerging trends and cultural moments on Pinterest. Leverage the platform's Trends Tool to inform your content strategy and capture the attention of your target audience.
Use dynamic visuals with Shuffles: Incorporate Pinterest's innovative creative tools like Shuffles to create dynamic and engaging visuals.
Employ a multi-objective campaign: Consider implementing a multi-objective approach to help maximise impact. Use direct links strategically to help drive engagement and website traffic.