And…action! How Premiere Spotlight video helps amplify awareness

Driving awareness requires always-on, behind-the-scenes work. But when it comes to moments like launches and seasonal campaigns, you need something that’ll really steal the show. That’s where Premiere Spotlight comes in.

Premiere Spotlight is a premium mobile solution that helps to maximise reach and impact. You’re guaranteed premium real estate in high-trafficked search or home-feed placements, with advance reservations for an entire day. Your ad can take over approximately 50% of mobile screens, helping you to optimise results.

Brands using Premiere Spotlight have seen incremental lifts beyond standard awareness campaigns, with improved brand awareness and stronger ad recall.¹ And when it comes to placements, bundled is better: Brands running Premiere Spotlight in home and search feeds on the same day measured 2.2x higher action intent than brands that are only using one placement.²

Three brands stealing the spotlight 

Take a closer look at the brands that are seeing success to get inspiration for your own campaigns.

CeraVe finds a smoother way to promote products 

Realising that people on Pinterest are actively searching for bodycare solutions, CeraVe turned to Premiere Spotlight to get more eyes on their line of moisturisers. They booked placements on home feed and search for an entire day, maximising their reach.

The campaign played up the brand’s endorsement from dermatologists, showing the brand’s credibility in a crowded space. Ultimately, the Premiere Spotlight placements significantly boosted brand visibility among core audiences. The brand saw a 56% increase in branded searches after the Premiere Spotlight takeovers, as well as an 8.4-point lift in Pin awareness.³ 

HP supercharges awareness  

HP ran a full-funnel campaign to boost awareness and drive enrolments for their ‘Instant Ink’ subscription service in Germany. They sealed in success with a special Premiere Spotlight takeover, scheduled for a strategic day: Sunday. HP’s team knew that most German brick-and-mortar shops are closed on Sundays, so it was the perfect time for a high-impact digital moment. 

The spot showcased how simple it is to use HP’s subscription service, showing various use cases where you’d want extra ink on hand. Thanks to the Spotlight placement and other tactics such as direct links, HP set a new company record for their social media campaign performance.⁴ They saw a 4.4-point increase in action intent, with more efficient costs than they’d achieved previously.⁵  

Kroger raises brand association 

Since Pinterest is a go-to platform for festive shoppers, grocery chain Kroger made Premiere Spotlight the centrepiece of their seasonal campaign. Their takeover focused on festive grocery shopping, and all the ways in which Kroger can help to make the festive season extra special. 

Kroger ran their Premiere Spotlight as part of a broader campaign that also used formats such as Quiz ads and Showcase ads. The Premiere Spotlight videos put Kroger right at the top of people’s search pages, showing up as they sought inspiration for their next big meal. A beautiful, inspiring creative gave Pinners new ideas for their own festive tables, from recipes to tablescapes. The results definitely spread some cheer: Kroger’s Premiere Spotlight ads resulted in an 11.6% increase in awareness, and a 5.4-point lift in brand association.⁶

How to get started 

To learn more about Premiere Spotlight reservations and inventory, chat with your Pinterest team. To get more inspiration for video campaigns on Pinterest, explore our case-study library.