belairdirect
A Total Moments Takeover helped the Canadian insurer connect with Gen Z during their peak planning moments.
Goal
Date night disasters make the best stories. They also make surprisingly effective insurance ads. belairdirect, a leading Canadian insurance company, knew that life's curveballs create perfect moments to showcase their simple claims process. But reaching Gen Z with that message required the right approach.
Pinterest became their answer. Over 60% of date night searches come from Gen Z (ages 18-24) and Millennials (ages 25-34).1 Unlike other platforms where people scroll past ads, Pinterest is where they go when they're ready to plan meaningful moments. belairdirect saw the opportunity to build brand awareness by connecting with their audience in that planning mindset.
Strategy
belairdirect created a story around two teenagers hitting a date night snag. Instead of traditional insurance messaging, they showed how quickly problems get solved with their claims process. The image and video ads matched Pinterest's discovery-focused environment, making the insurance message feel helpful rather than intrusive.
The real power move was their Total Moments Takeover. For three days, belairdirect owned the entire date night conversation on Pinterest. They sponsored an Editorial Spot focused on date ideas, appearing when Gen Z was searching for inspiration.
“
We knew Gen Z was on Pinterest planning their lives, but we weren't sure they'd want to hear from an insurance company. This campaign proved they do—when you show up authentically. Pinterest helped us reach them in moments that actually matter, and the engagement we saw was incredible.”
Amélie Therrien
Marketing Advisor, belairdirect
Results
The campaign delivered exactly what belairdirect hoped for. Video completion rates hit 4x higher than the Canadian financial services average.2 The Editorial Spot drove 375% more article opens compared to an average day.2
The real win came in the business results. Those exposed to the Total Moments Takeover showed a 45% decrease in cost per quote.2 By aligning their campaign with contextual date night search topics, belairdirect reached more qualified prospects.
4x
video completion rate for Spotlight videos compared to Canadian financial services average2
375%
increase in article opens for Date Night editorial spot versus average day2
45%
decrease in cost per quote for users exposed to Total Moments Takeover2
Explore Related Resources
Total Moments Takeover
Total Moments Takeover helped belairdirect own entire moments and reach their audience when they were actively planning. Learn how to dominate key occasions on Pinterest.
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