M·A·C Canada
M·A·C took center stage with Premiere Spotlight for National Lipstick Day
To reach beauty enthusiasts on National Lipstick Day, M·A·C set out to make a splash with a Premiere Spotlight campaign—Pinterest’s highest impact ad placement. The brand leveraged striking creative for the video ad takeover, adding a touch of nostalgia and a discount to make you say, "yes, please." All together, it was a huge hit amongst Pinterest shoppers.
M·A·C—known for their vibrant hues, makeup artistry and iconic lipsticks—set out to burst color through our screens with a striking campaign to mark National Lipstick Day.
They came to Pinterest with a marketing objective to reach shoppers at scale during this key beauty moment—and they came to the right place.
Beauty enthusiasts are heading to Pinterest to fulfill their make-up fixes. Lip color searches are continuously trending—with lip gloss searches rising 100% year-on-year, red ombré lips +50%, lip liner +100%, and douyin lips at +8.5x.1
37%
more efficient CPM vs benchmark2
54%
higher video completion rate for the 6 second video vs benchmark2
National Lipstick Day falls on July 29th every year. M·A·C was extra savvy, planning ahead with their media agency Decoded, and booked a 3-day Premiere Spotlight—taking over Pinterest’s search landing page from July 28th through to July 30th.
Premiere Spotlight offers brands a premium placement on Pinterest's home feed and search pages, and ads can fill over 50% of a mobile device’s screen2—helping brands take center stage more than ever before. Premiere Spotlight is the perfect addition to your Pinterest campaign when you’re looking to make a splash—like M·A·C did—it’s the perfect way to own a relevant moment (like National Lipstick Day) or a key brand event.
M·A·C created two video ads, 6 seconds and 15 seconds, to capture the attention (and hearts) of shoppers as soon as they arrived on the search landing page.
With striking creative and a line-up of some of their most iconic lipstick shades (cue: Ruby Woo), whether you were a longstanding M·A·C customer or a newbie, these ads cut-through—and with a 40% discount up for grabs, it was too good of an opportunity to miss for Pinterest’s high-intent shoppers.
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Sabrina Ricci
Consumer Engagement Manager, M·A·C Canada
And the results speak for themselves. The campaign garnered millions of impressions over the 3-day span, reaching Pinterest’s high-intent audience at scale—and with a view-through rate 54% above the benchmark; this shows Pinterest users were highly engaged and primed to take action.2
Plus, during the takeover weekend, Pinterest searches for lip-related terms spiked, as well as searches for M·A·C lipstick terms specifically—M·A·C effectively took their customers from inspiration to action with the Premiere Spotlight.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Put your ads center stage with Premiere Spotlight By adding Premiere Spotlight to your marketing mix, you can maximise reach, visibility, and awareness at scale. Don’t miss out on the action—brands already using Premiere Spotlight are seeing double the premium impressions compared to the highest placement for auction-based max-width video ads.
Get ahead: Book your slots early Want to own a moment, too? Secure as early as possible—just like M·A·C did. Only a single brand can own the Spotlight placement for a given day so secure your dates early!
Visually-arresting video Use the highest quality video (1080p recommended) available when designing for Premiere Spotlight. Beautiful, high definition assets that are both relevant to the brand and capture attention early on.