Pinterest Business
Business
  • About Pinterest
  • Create content
  • Advertise
  • News + insights
  • Resources
Log in
Sign up

Awareness

Barilla increased awareness and became more appealing to a new target group

Barilla

Due to a combination of interest and keyword targeting, along with videos perfectly tailored to Pinterest, Barilla succeeded in making a wide audience aware of the variety of Barilla Collezione and increased Pin awareness by almost 10 percentage points.1

Barilla is an Italian family business with a long tradition of producing delicious pasta in all its myriad forms. The premium Barilla Collezione range means these forms are even more unusual and are aimed at pasta connoisseurs wanting to enjoy refined, spectacular dishes for those special moments.

And what better platform is there to highlight such dishes than Pinterest, the site on which users can gather ideas and be inspired for their next meal? Using Pinterest, Barilla was able to kick off a campaign targeting a wide audience with the aim of improving reach in the awareness phase of the shopper journey.

Key results:

10%

An almost 10 percentage points increase in Pin awareness2

5%

percentage points increase in campaign awareness3

In order to reach the right target audience, Barilla used keyword targeting with search terms around topics such as ”special moments” and “being together” as well as targeting interests such as “pasta recipes” or “meal planning”. This reached users who, for example, wanted to be inspired for their next dinner with their loved ones, or were simply looking for recipe ideas to try out something new.

The brand created 4-second max width videos that focused on the product and highlighted the variety of Barilla Collezione.

"The Barilla Collezione awareness campaign on Pinterest far exceeded the KPIs we envisaged. We were also able to generate high-quality traffic to our landing page alongside Pin awareness and campaign awareness uplift."

Ronen Dimant, Marketing Director Region Central Europe, Barilla

The results speak for themselves: With a high viewability of 73 %, the videos were successful on Pinterest and achieved an increase in Pin awareness of almost 10 percentage points.4 An excellent increase in campaign awareness of 5% was also achieved at the campaign level.5



Tips:

1.
Make sure that your brand comes into its own in the Pins by, for example, ensuring that the logo is consistently present.

2.
Use short videos between 3-5 seconds in length and focus on a key message.

3.
Use keyword targeting to aim at and inspire the exact audience you wish to target.

See more stories
Awareness

Purina® finds the purrfect brand-lift solution

Purina
Awareness

OBI successfully raises awareness about the ‘Dream Room’ project

OBI
Awareness

Switzerland Tourism inspired people to dream of their next holiday in Switzerland

Schweiz Tourismus

English (UK)

  • English (US)
  • Bahasa Indonesia
  • Bahasa Malaysia
  • Čeština
  • Dansk
  • Deutsch
  • English (Australia)
  • English (Canada)
  • English (India)
  • English (UK)
  • Español
  • Français
  • Italiano
  • Magyar
  • Nederlands
  • Norsk bokmål
  • Polski
  • Português (Brasil)
  • Português (Europeu)
  • Română
  • Slovenčina
  • Suomi
  • Svenska
  • Tagalog
  • Tiếng Việt
  • Türkçe
  • Ελληνικά
  • Русский
  • Українська
  • हिन्दी
  • ภาษาไทย
  • 한국어
  • 日本語

Quick links

  • Business newsletter
  • Business community
  • Brand guidelines

Company

  • About Pinterest
  • Newsroom
  • Careers
  • Investors

More from Pinterest

  • Help Centre
  • Creators
  • Developers
  • © 2025 Pinterest

  • Terms of Service
  • Copyright and Trademark
  • Privacy Policy
  • Cookies Policy
  • Personalised ads
  • Pinterest status
Follow Pinterest Business
Pinterest Icon
Linkedin Icon
X Icon