Through a series of memorable video ads centred around festive themes, Aussie Hair boosted brand awareness and consideration for their SOS range of hair products over the Christmas period, achieving a +6% rise in purchase intent.1
Born all the way back in 1979, Aussie Hair bounced into our hearts, our minds, and—most importantly—our showers through their hard-line commitment to the environment, not to mention their use of amazing Aussie ingredients. Quandongs (sweet, juicy wild peaches), caviar limes, beach strawberries, lemon myrtle, Tasmanian pepperberry… There’s a reason why Aussie Hair is known the world over as the best-smelling haircare brand this side of Kakadu.
Aussie Hair wanted to drive brand awareness and consideration for their SOS products over the festive season. Naturally, they came to Pinterest. In addition to their key objectives, the brand decided to use the campaign to answer a couple of key questions, namely: is their creative memorable, does it drive purchase intent, and does Pinterest’s Trend Badge drive performance, memorability, and purchase intent? To help answer these questions, Aussie Hair attached a Brand Lift Study to the campaign.
With everything set, the haircare brand got their campaign (down)underway.
Key results:
purchase intent among key demographic after just 2 seconds1
Pin awareness vs. Pinterest benchmark1
Aussie Hair enjoyed some roo-tiful campaign results, including a 6% rise in purchase intent among their key demographic. Furthermore, the haircare brand saw excellent results from its Brand Uplift Study, with Pin awareness shifting by +26% compared to Pinterest’s benchmarks.
With Pinterest’s Trend Badge present throughout the video, Aussie Hair noted a shift of +6% in memorability/Pin awareness after just 2 seconds, increasing to +11.8%3 when the video had a 100% completion rate. Bottom line: the haircare brand’s memorable creative and use of the Trend Badge helped to drive awareness and purchase intent among their target audience.
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Miranda Collins
Aussie Brand Manager
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
1.
Try to include lots of branded elements to give your Pins more character and make them stand out from the crowd.
2.
When you’re designing your campaign, keep your key objectives in mind at all times.
3.
Pinterest’s Trend Badge marks your brand out as an authority and enables you to “own” a trend.