Sally Hansen
Sally Hansen used Pinterest Idea Ads in partnership with a Canadian Creator to reach a highly-engaged audience. The result? Over 35 million impressions for their new holiday product line and strong sales.1
The holidays are a time to come together, celebrate, and—depending on the specific event—incorporate the fun and festive seasonal colours into your look. For Sally Hansen, the 2021 holiday season also presented a unique opportunity to be the first brand in Canada to try out Pinterest’s Idea Ads with paid partnership.
The brand was looking to cultivate community and engagement among beauty trendsetters. Working with a Canadian Pinterest Creator to tap into holiday nail trends was a natural fit. On Pinterest, trends start earlier and last longer, making it the perfect platform for Sally Hansen to promote their Miracle Gel Joy of Colour Collection, and connect with an engaged target audience of savvy beauty shoppers in search of inspiration.2
Key results
57%
Higher engagement than benchmarks1
+35
Million paid impressions and organic impressions1
People come to Pinterest to plan moments big and small, and the holidays are the biggest moment of all on Pinterest. 3 in 4 Canadian holiday shoppers on Pinterest say it offers inspiration for things to do and buy for the holidays, and 52% of Pinners in Canada say Pinterest helps them discover new brands and products for the holiday season.3 This is +44% higher than what they say about other social platforms.3 Not only is holiday big on Pinterest but so is Beauty. There have been 14 million searches per day for beauty and searches for “nails” are up +33%.4
So when Sally Hansen was launching their Miracle Gel Joy of Colour Collection, they knew they’d be reaching a high-intent audience on Pinterest.
The Sally Hansen team also partnered closely with Pinterest through their managed service for Idea Ads with paid partnerships, ensuring strong support through the entire creative process, from briefing the Creator, to training them on Pinterest idea ad best practices, and more.
“
In the lead up to the holidays, we knew that Pinterest was uniquely positioned to help us tap into a community of passionate beauty trendsetters. We’re thrilled with the results.”
Alexia Kowalski,
Senior Director, Marketing, Consumer Beauty & Prestige Divisions, Coty Canada
Sally Hansen reached their target beauty audience during the key holiday moment on Pinterest, garnering over 35 million paid and organic impressions.1 By leveraging this innovative new ad format, partnering with a Pinterest Creator, and capitalizing on holiday trends, the brand was able to reach and convert discerning beauty shoppers, translating impressions into sales.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Educational content like tutorials and tips can not only drive engagement, it can also be fun!
Align content to seasonal trends to place your brand into seasonal moments.
Try Idea Ads to showcase ideas in action with the multi-page format.