OPI
Interactive Quiz ads help OPI capture Gen Z attention for the launch of their Infinite Shine line in the UK.
Goal
Beauty enthusiasts on Pinterest are constantly searching for the perfect nail polish shade.
For OPI, this presented an opportunity to connect with Gen Z (ages 18 - 24) shoppers in an innovative way for their Infinite Shine debut in the UK and Ireland. The iconic nail brand turned to Pinterest, recognising the platform's growing Gen Z presence and its unique ability to engage users through interactive formats.
Strategy
OPI designed an innovative campaign centered on helping users discover their perfect nail color. The interactive Quiz ad format guided Pinterest users through a personalised shade selection experience from the Infinite Shine collection.
The brand extended their reach through strategic use of video content and Collections ads, while beauty-focused search terms helped them connect with their core audience, particularly Gen Z. This combination of formats proved ideal for driving both discovery and engagement.
"OPI Infinite Shine re-stage was aimed to recruit Gen Z shoppers to our gel-like long-wear category. The results surpassed our expectations, especially as it was our first time trialling Pinterest in the UK and Ireland. The multi-funnel approach led to the overall success of this campaign, with uplift in both awareness & Action Intent."
Mei Posso
Assistant Brand Manager, OPI
Results
OPI's first UK and Ireland Pinterest campaign exceeded expectations with standout performance from their interactive formats.
The Quiz ad format achieved a 91% completion rate, showing strong user engagement1. The campaign's efficiency was remarkable, with a 52% better CPM than OPI's previous awareness burst and 3x better video completion rate1. These results validate Pinterest as an effective platform for engaging Gen Z audiences through interactive formats.
91% Quiz ad completion rate1
Resources
Quiz ads
OPI used Quiz ads to help users find their perfect shade match while driving 91% completion rates1. Learn how to create engaging Quiz ads on Pinterest.
Multi-format strategy
By combining Quiz, video and Collections ads, OPI maximised both reach and engagement. Discover how to build effective multi-format campaigns.