CIBC Aventura is a credit card that enables Canadians to achieve their travel ambitions.  The campaign theme, “the world is your oyster,” elevates their travel experience from start to finish all while providing the flexibility to travel their way by earning and redeeming points that never expire on all types of travel including hotels, vacation packages, flights and more. The bank wanted to take its own (marketing) journey to new heights: to supercharge its reach among its target audience.

To achieve this marketing objective, and to increase card sign-ups and enhance CIBC brand visibility, they leveraged Pinterest’s extensive range of advertising products and embarked on a full-funnel strategy.

CIBC crafted a strategic multi-objective campaign structured around three key elements: first, enhancing brand awareness to elevate its market positioning and encourage action among targeted demographics; second, fostering consideration by converting ad viewers into sign-ups; and finally, driving acquisitions by retargeting engaged users to finalize credit card applications. This strategy aimed to cover the entire customer journey, from initial awareness to final action.

CIBC's mission is to make peoples' ambitions a reality — and Pinterest aligns perfectly with this mindset. People come to the platform to create a life they love. They use Pinterest to plan, especially when mapping out their travels. While everyone's vision for the perfect adventure might differ, there's a common starting point: Pinterest. Here, they dive into the most coveted destinations, compile packing lists, create mood boards and pin ideas to boards they'll use as inspiration to plan their dream trip. This audience is ready to act, and CIBC cleverly positioned itself to meet them there.

To engage Pinterest users across the consumer journey, CIBC created assets for each stage of the marketing funnel, including video and static ads, with a dreamy lifestyle focus and clearly highlighting the card's benefits. Ultimately, they illustrated how the credit card could enhance users' travel experiences. The approach was simple, differentiated and impactful.

For their media strategy, the ads appeared across various lifestyle categories on Pinterest, capturing audiences' attention throughout their planning stages.

The CIBC Aventura campaign achieved remarkable engagement on Pinterest, with a double-digit conversion lift and surpassing the benchmark click-through rate by 33%.¹

This campaign resonated well with Pinterest users across all age groups, particularly capturing Gen X's and Millennials' attention.³ CIBC saw a +7.8pt brand lift among Pinterest users who said they were planning to apply for a travel rewards credit card over the next year, and a +1.3pt boost on ad recall for Gen X.²

Among the various ad formats, video ads ranging from 6 to 15 seconds proved to be the most engaging and effective with Pinterest planners.¹ CIBC was able to capture attention quickly and convey messages succinctly.

Leveraging a mix of assets and a robust multi-objective campaign proved to be a winning strategy for CIBC, winning the hearts of new customers at every stage of the marketing funnel.

Tips for your next campaign

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

1. Reap the benefits of a multi-objective campaign. Learn how you can also supercharge results and enhance consumer journeys in our tips guide. It’s packed with campaign best practices, creative recommendations, measurement and media planning guidance.

2. Explore Pinterest's possibilities to score full-funnel success. Inspire your audience with Pinterest's wide variety of advertising products, which help you generate organic awareness, consideration, and purchase opportunities. Plus, check out Pinterest Academy for free courses to level up your Pinterest ads game.

3. People use Pinterest to plan: People are on Pinterest planning for holidays and life moments. Align your campaigns to moments to connect with people where they're at.