CeraVe wanted to increase awareness and consideration for its stellar line-up of moisturizer products. Their mission was to reach high-potential customers, educate the masses on their moisturizing mastery and fuel brand affinity and purchase intent.

To do this, CeraVe worked with their agency partner Wavemaker and their Pinterest team to create a multi-format, educational campaign. They strategically designed their ads to inspire, enlighten and educate shoppers at every stage of the marketing funnel.

Getting a-head to glow

People come to Pinterest to plan and get inspiration for “me time.” Take note from the Pinterest Predicts 2024 report, where the trend “Head to Glow” is building momentum. Searches for “body moisturizer aesthetic” have seen an incredible 245% lift year-over-year.² Bodycare is set to have a moment — and CeraVe got ahead of the curve with this campaign, leaning into rising Pinterest trends.

For the campaign kick-off, CeraVe utilized a Premiere Spotlight takeover. This format allows advertisers to showcase their latest product launch or seasonal moments with exclusive placements on the Pinterest home feed and search page for a set time period (in this case, it was an entire day).

To drive in-feed awareness, they created a suite of Idea ads, videos and static ads. The ad content featured standalone products, some with educational messaging, and additional content was repurposed from existing creator content as part of a wider brand partnership and collaboration with CeraVe.

To garner consideration, CeraVe leveraged the Quiz ad format. This format helped users explore the differences between lotions and creams, the benefits each brings and decipher which was the perfect product for them. From here, CeraVe could use these insights to gain a greater understanding of how their target audience was showing up and shopping on Pinterest.

These ad formats together drove significant breakthrough: +8.4pt lift in Ad Recall on Premiere Spotlight, +8.0pt lift in Ad Recall on the Quiz ad format and +7.5pt lift in Ad Recall on Idea ads as measured through a Pinterest Brand Lift Study.¹

From a targeting perspective, they aligned with a wide range of search interests and keywords. Their ads showed up across several Pinterest categories, including "bath and body care," "daily routine," "skin care" and "diet and nutrition," along with specific keywords such as "skincare routine" and "CeraVe moisturizer." This demonstrates the broad spectrum of topics that Pinterest users are actively searching for.

To help measure and gauge the campaign's success, CeraVe commissioned a Pinterest Brand Lift Study.  The study showed the campaign helped drive outstanding results for the brand including +6.8pt lift in Ad Recall overall.¹

A winning formula

This campaign outperformed engagement benchmarks (by 50%) and saw notable lifts in Pin Awareness — with +6.3pts overall, +8pt from Quiz ads and +8.4pts from the Premiere Spotlight.¹

The Premiere Spotlight placement helped to significantly boost CeraVe's brand visibility, and they saw a sustained increase (+56%) in searches beyond the campaign's duration.¹ This highlights the power of innovative advertising formats in capturing shoppers' attention at scale.

Notably, Quiz ads garnered impressive engagement, with completion +20% above the benchmark, underscoring the appeal of interactive content — and great intel for CeraVe's product and brand positioning.¹

Moreover, the Idea ads made by creators, which drew inspiration from "Get Ready With Me" (GRWM) content, saw 3x stronger click-through rates (CTRs), capitalizing on Gen Z's preference for personalized and relevant content.^1,3 Pinterest provides a unique platform that enables users to eliminate distractions, shop purposefully, embrace "me time" and personalize their preferences — and ultimately, helps them make more informed purchase decisions.

Tips for your next campaign

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

1. Explore Pinterest's breakthrough and engaging ad formats. Inspire, enlighten, and educate shoppers at every stage of the marketing funnel with Pinterest's extensive advertising products. Leverage interactive ad formats like and to gain a greater understanding of how your target audience is showing up and shopping on Pinterest.

2. Put your ads center stage with Premiere Spotlight. By adding Premiere Spotlight to your marketing mix, you can help maximise reach, visibility and awareness at scale. Got a moment in mind? Secure your slot asap — only a single brand can own the Spotlight placement for a given day or time period, so make sure you book your dates early.

3. Amplify reach and creativity with creator content. Want to drive greater impact with younger audiences? Pinterest can help easily repurpose your creator content to feature in your Pinterest campaigns, and drive greater results from it through our high-intent audiences.