Arla Buko connects with home cooks using a Pinterest multi-objective strategy

Goal

For day-to-day cooking, people tend to make the same familiar dishes. Even for people who love to cook, life gets in the way and there’s little time for inspiration or creativity in the kitchen. Arla Buko wants to break consumers out of that routine to bring joy to cooking and food. 

With a history of successful campaigns on Pinterest, Arla knew the platform could help them connect with audiences who were actively seeking cooking ideas. Their goal was to create awareness of the brand as the champion of joyful cooking and drive consideration by inspiring people to easily cook with Arla Buko. To reach the right audience, they broadly targeted Pinterest users aged 25 and older who were seeking creative cooking inspiration.

Strategy

Arla Buko opted for a multi-format approach that combined the impact of Spotlight on the home and search pages and with static ads with both max-width and standard video formats. The campaign featured engaging content showing creators cooking with Arla Buko, as well as recipe demonstrations that brought the product's versatility to life and inspired the audience in a joyful way. 

To maximise reach and engagement, they implemented a multi-objective strategy focusing on awareness, consideration, video completion and website traffic. This approach allowed them to first capture their audience’s attention with high-impact Spotlight home and search placements, then educate and inspire their audience through targeted video content that showcased joyful cooking experiences with Arla Buko. A click led to their website, where they offered even more inspirational recipe content to move people down the funnel and reinforce their “Cooking is fun” brand message.

Results

The campaign delivered impressive results across multiple key metrics. Arla Buko achieved a +1.8 point lift in aided brand awareness against key competitors while driving a +1.4 point increase in brand attribute association for cooking.¹ Most impressively, the campaign generated a +5.4 point lift in aided brand awareness and +1.3 point increase in action intent with people who had never purchased Arla Buko before, successfully expanding their market reach.¹ These strategic efforts positioned Arla Buko not only as a delicious food brand but also as a tastemaker, leveraging Pinterest to connect with and expand their culinary-minded audience.

Explore Related Resources 

Pinterest Spotlight Home 

Make a major impact with Pinterest's premium placement option that puts your brand at the center of discovery. 

Multi-objective campaigns 

Learn how to combine different campaign objectives to drive stronger results across the full marketing funnel.