Driving home the lifestyle

During an important sales period, Mercedes-Benz Vans set out to generate awareness of their V-Class series and build its perception as a luxury vehicle for families.

In their first ad campaign on Pinterest, the brand achieved an impressive lift in awareness and perception using a combination of high-impact videos and static Pins and leveraging Pinterest’s rich targeting abilities to serve them to the right audience.  

The campaign’s creative highlighted vehicle features that would resonate with their target audience, including the V-Class’s large amount of internal space, 5-star safety and smart technology.

Key results 

With Pinterest’s focused targeting capabilities Mercedes-Benz Vans reached their target audience effectively and efficiently. In addition to Pinners interested in luxury cars, the campaign went a step further, targeting Pinners with overlapping interests, such as finance and travel. 

Pinterest built a custom recommendation to answer Mercedes’ business needs, using first and third-party data. Relevant keywords that highlighted the superior design of the V-Class also helped to elevate the results. 

Effective audience targeting was a key feature of the success of this campaign. Pinterest was able to help Mercedes-Benz Vans reach a multidimensional audience of 25+ car buyers with a higher average household income.²

The results show the campaign’s success in driving brand awareness, achieving a 3% lift in campaign awareness and a 3.2% lift in ad recall.¹

Tips for your next campaign

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

1. Utilise Pinterest’s audiences to match, and expand, your own.

2. Video creative is an effective and stand-out way of engaging audiences.

3. Take advantage of Pinterest’s keyword tool to ensure your ads are reaching an interested audience.