Renault
The brand used Premiere Spotlight and custom audience targeting to connect with car buyers in Australia.
Goal
The launch of Renault Arkana represented an exciting new chapter for the French automaker. But launching a new vehicle model requires more than just great engineering—the brand needed strategic marketing to reach the right audience at the right moment in their purchase journey.
To support the Arkana launch, Renault sought out a platform that could help them achieve multiple objectives: increase brand awareness in the Australian market, highlight specific product attributes of the new model, and help drive purchase consideration among their target audience. They turned to Pinterest, where car enthusiasts often begin exploring their options well before visiting a dealership.1
Strategy
Renault recognised Pinterest's position in the car-buying journey—it's where people look for inspiration when they're just starting to consider their options. Their campaign combined thoughtful targeting approaches with various ad formats to make the biggest impact.
The team created two specific audience groups for this launch: DINKs (Double Income No Kids) and parents. They added interest targeting to reach people browsing both car-related and lifestyle categories, helping them extend their reach. They also used keyword targeting to connect with users searching for automotive topics and competitor brands, positioning Arkana as a compelling alternative.
To create a major impact when the campaign launched, Renault decided to use Pinterest's Premiere Spotlight—a high-impact takeover format that appears both at the top of the Pinterest search page and as the first paid impression on users' home feeds for maximum visibility. This one-day feature kicked off the broader campaign, giving Arkana an attention-grabbing introduction to Pinterest users.
For their creative approach, Renault embraced variety. They created multiple versions of their ads showing different aspects of Arkana: some with people, some without; some highlighting interior features, others showcasing the exterior design. This variety allowed Pinterest's algorithm to identify and prioritise the best-performing ads for each audience group.
"Premiere Spotlight gave us the high-impact launch moment we needed, while Pinterest's targeting capabilities helped us connect with our ideal audiences in formats that grabbed their attention and launched them into their car research."
Elena Woods
National Marketing Manager, Renault Australia
Results
The campaign delivered strong results across important metrics, significantly improving ad recall and action intent.¹ The one-day Premiere Spotlight at the start of the campaign played a key role in this success, driving a 2.7-point lift in ad recall and a 1.4-point boost in purchase intent for the brand.2
Renault's targeting strategy worked particularly well with certain groups: males showed a 3.1-point increase in purchase intent, while people planning to buy a car within 12 months showed a 3.2-point boost in ad recall.2 Beyond these awareness metrics, the campaign also kept people engaged—achieving a Video Completion Rate 24% higher than the automotive industry average during the same period.3
2.7pt
Lift in ad recall from Premiere Spotlight2
3.1pt
Lift in action intent among male audiences2
Explore Related Resources
Premiere Spotlight
Premiere Spotlight is designed to deliver maximum impact. It gives brands a dedicated takeover experience to build awareness at key moments and help increase reach.
Custom Audience Targeting
Pinterest's audience targeting capabilities help brands reach the right people at the right stage of their customer journey, with options for demographic, interest, and behavioural targeting.