Sally Hansen
Sally Hansen grabs attention (and sales) with the exclusive ‘Holiday Gift Badge’.
Goal
The holiday season offers advertisers a unique opportunity but also brings its own set of challenges: fierce competition, ad fatigue, and overcrowded media channels. Standing out to capture holiday shoppers' attention requires even greater creativity and strategy.
Sally Hansen, determined to rise above the noise, set out to keep their products top of mind for beauty enthusiasts and gift shoppers. To achieve this, they turned to Pinterest, where users are 69% more likely to say the platform helps them make more holiday decisions than other sites or apps.1
By aligning their marketing efforts with the season’s hottest shopping trends, they reached high-intent users as they curated their gift lists and sought new ideas.
Strategy
Partnering with Zenith, Sally Hansen implemented a dual strategy focused on brand awareness and product consideration. By leveraging Pinterest's exclusive ‘Holiday Gift Badge’ and owning the ‘Gifts for Yourself’ and ‘Gifts for Friends’ badges, their co-branded ads made Sally Hansen stand out in Pinterest feeds, turning seasonal promotions into on-trend gift ideas.
They used a variety of ad formats—video, static images, Carousels, and interactive quizzes—to engage diverse audiences across both awareness and consideration stages. Notably, the interactive Quiz ads drove excitement for their Holiday Miracle Gel shades and limited-edition Salon Effects Press-On nails, positioning these products as must-have gifts. After completing the quizzes, users received personalized recommendations, further boosting engagement and consumer interest.
Launching in late October, just ahead of the peak shopping season, Sally Hansen’s early campaign established their brand presence and maintained momentum through the holidays.
"Pinterest was the perfect platform for our holiday campaign, enabling us to integrate interactive, moment-driven content that truly resonated with our audience—and drove engagement at scale."
Katherine Hunter
Director of Marketing, Consumer Beauty Division, Coty
Results
The campaign delivered outstanding results, significantly exceeding industry benchmarks across key performance metrics. Awareness efforts were particularly efficient, with cost per thousand impressions (CPMs) outperforming benchmarks by 38%.2 In the consideration phase, cost per clicks (CPCs) also demonstrated strong performance, exceeding benchmarks by 20%.2 A notable success was the use of Quiz ads, which achieved an impressive 81% completion rate.2
Overall, leaning into Pinterest trends and utilizing moment-driven content were pivotal in the campaign’s success, allowing Sally Hansen to resonate with their target audience at just the right time. These results underscore the value of aligning content with key moments and adopting a multi-format, dual-approach strategy to make your brand stand out.
81%
completion rate on Quiz Ads2
38%
more efficient CPM compared to benchmarks2
Resources
Pinterest Trends
Learn and lean into emerging trends on the platform with the Pinterest Trends Tool and Pinterest Predicts.
Quiz ads
Engage your audience with our interactive Quiz ads, helping you gain invaluable insights and deliver personalized recommendations. Win-win.