BACARDÍ’s company mission is to bring people together—creating moments that matter for their consumers—where they feel free to be their true selves and enjoy spending time with loved ones. To mark the Halloween moment, BACARDÍ launched a limited edition bottle with a glow-in-the-dark jack-o-lantern label and they turned to Pinterest to help promote it. With a terrifyingly good line-up of cocktail ads to spice up peoples’ feeds whilst they were on their quest to find the perfect Halloween tipple.

People come to Pinterest to plan and seek inspiration—and for moments like Halloween. Especially people who are searching for ideas for costumes, recipes, decorations—you name it, there’s a board for it. And with “Halloween cocktail recipes” being a top search term at this time of year, Pinterest was the perfect place for BACARDÍ to share their new line-up of spooktacular goods.

Key results

The cocktail ingredients for ads success

BACARDÍ wanted to inspire customers to pick up a bottle and create some fun themed cocktails to help elevate their Halloween celebrations.

Tapping into Pinterest audience trends—for example, within “Halloween” searches, people were searching for the likes of “Halloween party drinks” and “spiced rum cocktails”—this helped inform the creation of BACARDÍ’s Pins.¹ Working with Pinterest’s creative team, they produced six frightfully delightful assets, (using both static and video formats, to showcase their glow-in-the-dark bottles and cocktail line-up. 

Introducing the Spookito, Petrifying Punch, Frigh-Tai, Pina Ghoulada and a Dark and Scary, BACARDÍ targeted Pinterest users with five delicious spooky serves to spice up their drinking experiences for Halloween.

In addition to their stellar creative, BACARDÍ used Pinterest’s Trend Badge for their Pins. Trend Badges are an insights-driven advertising solution that enables brands to own a particular moment on the platform, while putting their campaign in the spotlight for Pinterest users.

Extra spicy results

BACARDÍ’s stellar creative along with Pinterest’s Trend Badges led to a 71% increase in engagement.¹ Both their awareness and consideration campaigns outperformed the benchmarks, and the view through rate (VTR) was +83% above Pinterest’s VTR benchmark for its category.¹

Their clever use of keywords and interests, leaning in closely to Halloween and alcohol searches, also helped supercharge performance across the whole campaign. They were able to reach audiences beyond the food and beverage category, driving further awareness and love for their brand and product.

When you’re mapping out the key moments in your marketing calendar, consider this: Moments-led platforms like Pinterest help to inspire and equip people when they’re planning for special events or occasions. Brands can also plan ahead; make sure you’re helping your customers find your product and the content they want. Be present in those important moments of discovery. 

And with Pinterest’s Trend Badges, your brand can own a moment—just like BACARDÍ did—and put your campaign in the spotlight for Pinterest users.

Tips for your next campaign

Try these Pinterest best practices to get more out of your ads.

1. Plan out your marketing calendar with a refreshed mindset. What moments could your brand own? What are your customers searching and planning for? Pinterest Trends and our Pinterest Predicts Trends Report can help you find the answers.

2. Use Pinterest Trend Badges: Once you’ve decided on your moment—own it on Pinterest. Giving your ads the Pinterest Trends Badge stamp of approval will put your campaign in the spotlight.

3. Experiment with different ad formats Innovate with different ad formats on Pinterest. Work with our creative team to explore the many ways your brand can show up on the platform to capture your audience’s attention.