M.A.C Australia
M.A.C Australia and their media agency, OMD Australia, know the perfect union is all about timing. So with Pinterest, they created a campaign that married Pinterest wedding trends with creative from beauty creator Rowi Singh as she planned her upcoming nuptials.
M.A.C Australia wanted to drive awareness and consideration for their iconic Studio Fix Fluid SPF15 Foundation—which comes in 67 different shades—seeking to maintain share of voice in an increasingly competitive market. M.A.C Australia's media agency, OMD Australia, identified Pinterest as the ideal platform to reach their audience with a memorable multi-objective campaign.
As part of the 2022 Global Wedding Trends Report, Pinterest identified that searches related to celebrating diverse cultures and important traditions were surging on the platform.1 Pinners were seeking inspiration to embrace their roots and find unique ways to pay homage to their heritage on their big day. In fact, 45% of the top 100 trending searches in the wedding category on Pinterest 2022 were related to different cultures and religions.1
This trend data helped build the story but M.A.C Australia and OMD went one level deeper, partnering with creator Rowi Singh who was planning her upcoming nature-inspired Indian wedding.
27% more efficient CPMs than the beauty benchmarks2
Creative that tells a deeper story
For their biggest campaign of the year, M.A.C Australia combined an awareness-focused Idea ad series made by Rowi coupled with brand assets as part of a multi-objective strategy to bring customers further down the funnel.
M.A.C Australia and Rowi put together a three part makeup tutorial series using Idea ads. The use of video both from Rowi and in the brand’s creative assets drove higher engagement, as people saw the makeup products in action.2
“
Pinterest fuels my creativity and is a huge source of inspiration for my looks. It's all the good things about social media without the toxicity. Sharing my wedding journey with M.A.C Australia, a brand that always allows me to be authentic, on Pinterest, a platform I feel safe to share my experiences as a South Asian creative, was an absolute dream.”
Rowi Singh
Pinterest beauty creator
Rowi’s Idea ads delivered impressive cost efficiency, with 27% more efficient CPMs than the beauty benchmarks.2 But results were seen across the funnel, headlined by strong purchase intent and resulting in both add to carts and checkouts2
The star of the show was indeed the 7.1 million incremental organic impressions that Rowi’s Idea ad series was able to deliver on top of the paid media component of the campaign.2
“
Cutting through the noise in the beauty space isn’t always about having the flashiest moment or launching a new product. This partnership with OMD and Pinterest is proof of that. By creating memorable content tied to one of life’s most important beauty moments, we drove metrics across the funnel.”
Erica McCarthy,
Consumer Marketing & CRM Manager ANZ, M.A.C Australia
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Align campaigns with Pinterest Trends in order to help reach the most relevant audience.
Partner with creators to connect with people in a different way.
Use a variety of ad types in order to achieve full-funnel results.