British jewellery brand Graff has a long-standing history of craftsmanship and continues to define elegance in the world of luxury jewellery. In 2023, they sought to stand out in the challenging digital space in order to connect with a wider audience without losing the essence of their exclusive brand. After setting out to bridge the gap between traditional luxury and the digital world, it became clear that Pinterest’s unique blend of visual appeal, aspirational browsing and audience—46% of all people on Pinterest say they buy luxury brands and products on the platform—fit the bill¹.

Their partnership with Pinterest promised to redefine their digital presence by targeting a broad audience and creating a narrative that resonates with the values of luxury, elegance, and timeless beauty.

The campaign allowed Graff to effectively reach their target demographic in multiple markets across Europe and the US, which included a high-net-worth audience. This audience, which can prove to be elusive on other channels, was engaged through Graff's strategic use of Pinterest, highlighting the platform's distinct advantage in accessing affluent consumer segments.

Targeting with precision

Graff took advantage of Pinterest’s advanced targeting capabilities, allowing them to home in on users with specific interests in fashion, jewellery, and luxury products. This precision was crucial in reaching not just any audience, but the right audience—shoppers who were seeking out luxury items. The brand also used Pinterest’s Actalike Audience targeting, enabling them to reach users whose interests and online behaviour were similar to their existing customer base. Graff employed broad targeting to reach women with interests in fashion and jewellery and effectively used Direct Links in their Pinterest ads, resulting in significant improvements in both Cost Per Click (CPC) and Click-Through Rate (CTR)³.

The brand also leveraged Pinterest’s diverse range of ad formats to achieve their goal. Their Premiere Spotlight, in particular, proved to be a game changer. While this format is typically used to boost brand awareness, Graff used it to drive mid-funnel metrics like engagement and click-through rates. 

They were strategic about their timing, understanding that Pinterest users are planners. Their festive campaign began in October and captured the attention of people on Pinterest who start their holiday planning well in advance. 

This was a global campaign, and Graff made sure to customize their ads to suit local languages and cultural nuances to ensure that their message resonated with audiences around the world.

Graff's Pinterest campaign successfully boosted brand recall, with significant recognition among both men and women in the UK, proving effective audience engagement³. A standout achievement was the doubled engagement and click-through rates from Premiere Spotlight ads, which surpassed average account metrics³. The campaign resonated particularly with the 25-44 age group, comprising 48% of the audience, and also made inroads with the 21-24 demographic, positioning Graff as an aspirational brand³. 

Tips for your next campaign

Try these Pinterest best practices to get more out of your ads.

1. Craft a compelling brand story: Use Pinterest's trends tool to create a narrative that resonates with your audience's current interests. 

2. Timing is crucial: Start showcasing your content early, especially for seasonal campaigns. 

3. Localize for global reach: Tailor your ads to fit local languages and cultural contexts.