President’s Choice
How President’s Choice drove high-impact amongst Pinterest’s high-intent shoppers
To reach consumers during the Canada Day weekend, President's Choice took over Pinterest's search landing page with Premiere Spotlight. Learn how they drove high-impact with high-intent shoppers, and generated show-stopping results in brand favorability and action intent1
President's Choice (PC) is one of Canada's leading private label brands found at all Loblaw Companies Ltd. owned banners. PC set out to reach consumers during Canada Day long weekend as they launched their semi-annual 'Insiders Report'—brimming with over fifty new products. Pinterest's high-intent audience combined with the allure of PC Insiders Report presented an opportunity to inspire people on Pinterest to try new things for the summer.
+17 pts
lift in brand favorability1
+9 pts
lift in action intent1
Getting started: PC partnered with their internal media agency Advance, powered by Loblaw, to map out their Pinterest marketing strategy.
To drive awareness for PC's must try products for the summer—and put their 'Summer Insiders' top picks on the menu for shoppers—they used a suite of Pinterest products to achieve it. Their marketing mix included a multi-objective campaign featuring videos, collections, static Pins, and Pinterest's latest feature, Premiere Spotlight.
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.
And with over 6M Canadians coming to Pinterest every month in search of food ideas—seeking inspiration, recipes, and hosting tips—the Pinterest search landing was the perfect ad spot. PC had the prime position for the duration of Canada Day weekend.
“
The opportunity to take over Pinterest's search landing page for the Canada Day weekend was a game-changer. We saw exceptional results across multiple marketing metrics—and it’s helped us reach highly engaged shoppers at scale.”
Sabrina LaRosa,
Senior Media Director, Advanced powered by Loblaw
Show-stopping results
After running this 3-day campaign, they saw exceptional results. PC's ads had driven +4 pts in ad recall, +17 pts in brand favorability, and +9 pts in action intent.1 And through the clever use of Pin groupings, PC could also measure performance more effectively—including the direct impact of the Premiere Spotlight placement on brand lift.
Following the success of this campaign, PC has enjoyed becoming one of Pinterest’s go-to brands for food inspiration and hosting ideas—putting them on the menu for Pinterest’s shoppers. Check out their Pinterest boards to whet your appetite.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
1. 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. 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.3
2. Use a suite of Pinterest products to supercharge success. Experiment with Pinterest’s extensive features—from multi-objective campaigns, videos, carousels, collections, static Pins, Premiere Spotlight, and more. Reach out to your account team to create the perfect go-to-market strategy—and get ready to win big in your next big marketing moment, campaign, or product launch (or all three).
3. Own the moment, not just the ad spot. What does a moment look like for your brand? Do you know what’s top of mind for your high-value shoppers? Need inspiration? Use tools like Pinterest Trends to stay ahead of the curve and see what’s trending amongst your audience. Then, pick your moment, hatch a Pinterest marketing plan—and own it—just like PC did.