Clearblue makes it easier to plan for one of life’s biggest milestones: starting a family. The world’s first rapid home pregnancy test? That was them. 

But the company’s mission goes far beyond their products. They’re also a leader in education, investing significant time and money to teach women about reproductive health.

In 2022, the brand wanted to showcase their advocacy front and center in a new campaign.  They set out with two complementary goals. First, Clearblue wanted to provide education and resources for women who want to learn more about their reproductive health or may be struggling to get pregnant. Second, they sought to increase awareness and trial of their ovulation, pregnancy and fertility tests.

Spreading a message

As a Pinterest advertiser, Clearblue was one of the first to discover the trends inside our 2022 Pinterest Predicts report. When they saw Mindful menstruation as an emerging trend, Clearblue decided to invest in the official Pinterest trends package. This trend centers on women educating themselves around their cycles and menstrual health. By investing in the trend package, Clearblue gained access to a Pinterest Predicts Trend Badge. They could then feature the badge on Pins throughout their campaign.

Clearblue ran the campaign from January to March, when family planning begins for many. Ads included both static and carousel formats, with the trend badge featured prominently on Pin creative. Campaign messaging within the ads highlighted key product attributes like their 99% accuracy rate and how their products advocate for reproductive health.  

The team also wanted to test reaching Spanish-speaking audiences on Pinterest. So, in addition to their standard English ads, they ran a second set of creative in Spanish. Clearblue hoped this would lead to an increase in relevance with Spanish-speaking households. 

Stronger awareness for all

Clearblue’s campaign on Pinterest was a game changer for the brand. Spotlighting the Mindful menstruation trend badge led to lifts across the funnel. Aided awareness increased 2.0% and purchase intent rose 1.6%. They also saw a 1.9% increase in Pin awareness, Clearblue’s primary metric to help boost recognition, perception and relevance.¹ 

As it turned out, campaigns featuring creative in Spanish drove the strongest engagement. Spanish creative saw a 1.7x higher engagement than the creative in English, showing that the campaign resonated with core audiences.¹

Through valuable messaging and trend-driven creative, Clearblue saw increases across the funnel. But the biggest success for the brand? Continuing to spread awareness in support of reproductive health through their reliable products.

Tips for your next campaign

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

1. Align your content to Pinterest Predicts trends that are on the rise to help you gain a relevant, competitive edge.

2. Leverage Pinterest insights tools to learn about your audience’s interests.

3. Consider a multilingual approach to build more reach and awareness.