Volvo Cars
Pinterest Trends connected brand heritage to a rising style moment
Goal
Few auto brands can claim a genuine link to a global style movement. Volvo, born in Gothenburg and shaped by decades of Scandinavian design thinking, wanted to tap that connection in a way that felt real to Canadian audiences.
Safety and smart design have always been part of Volvo’s reputation. The brand wanted to amplify the other half of their heritage, positioning the XC Series as aspirational and style-forward, not just dependable.
Pinterest gave Volvo something most platforms can’t: a window into what people are actively planning and seeking out. Using the Pinterest trends tool, Volvo noticed that searches for “Stockholm Style” had grown 10.3% over the previous three months.¹
People on Pinterest were already drawn to the clean lines, neutral palettes and understated sophistication that define Scandinavian aesthetics. For a brand with Stockholm in their DNA, it was a perfect opportunity.
Strategy
Volvo built their campaign around the Stockholm Style trend, framing the XC Series as “a legacy of Stockholm style.” The team developed Scandi-inspired static collage creative and video assets designed to activate on a Pinterest trend badge. The creative leaned into the visual language of the trend: minimalist layouts, earthy tones and curated compositions that felt native to the platform.
To reach the right people, Volvo paired custom Stockholm Style persona targeting with Pinterest Performance+ targeting. The persona targeting focused on people interested in Scandinavian design, while Pinterest Performance+ used visual cues from the trend badge creative and collage-style assets to find and engage relevant audiences at scale. By layering these two approaches, Volvo made sure their message landed with people already in a planning and discovery mindset.
“
We knew the Stockholm Style trend was a natural fit for our brand, but seeing it validated in the data gave us real confidence. The results proved that showing up in the right moment, with the right creative, makes all the difference.”
Julia Dewar
Advertising Lead, Volvo Cars Canada
Results
The trend-first approach was a success; creative running on the Stockholm Style trend badge drove 10% higher click-through rates and 13% higher engagement rates compared to business-as-usual creative.²
The numbers confirmed what the strategy set out to prove: when a brand’s message aligns with what people are already searching for, they pay closer attention.
+10%
higher click-through rate²
+13%
higher engagement rates for Trend Badge creative vs. business-as-usual creative²
+24%
higher completion rates for creative featuring the Stockholm Style trend name vs. trend creative without²
Pinterest Trends
Pinterest Trends provides real-time data on what people are searching for, helping brands identify rising moments and plan campaigns around genuine audience interest. Learn more.
Pinterest Performance+
Pinterest Performance+ uses signals from creative and audience behavior to find and reach the most relevant people at scale, helping brands extend their campaigns beyond custom audiences. Read more. Read more.