eos
eos finds a winning formula to boost action with Gen Z
With punchy creative and smart targeting, eos drove brand love and purchase intent with Gen Z.
Goal
eos is known for their high-quality lip products, popular with a wide range of audiences. This year, the team wanted to drive purchase intent specifically with Gen Z (age 18-24), hoping to establish themselves as a top brand choice among this prime shopping audience.
To find Gen Z shoppers, the team turned to Pinterest. Gen Z is the platform’s fastest growing audience,1 making up 42% of global users.2 And Gen Z actively uses Pinterest to research products or brands, making it the perfect fit for eos’ goals.3
Strategy
eos focused on making ads that would speak authentically to Gen Z audience. They combined playful and informative copy with buzzy imagery—and made sure to showcase a diverse mix of creator content to create more authentic connections. Their video ads were goaled to video completion rate objectives to make sure they reached people most likely to really engage with the content.
Then, to maximize reach and engagement, eos timed their campaign with a key seasonal moment tied to lipcare—Valentine’s Day—and used Pinterest insights to flight media with seasonal peaks for chapped lip searches during winter skincare season.
“
Pinterest is a positive space where we connect with Gen Z and see meaningful engagement. Pinterest resonates with our audience and is a strong brand builder and product awareness driver - both critical in achieving our business goals."
Kelsey Newberry
Director of Brand Marketing, eos
Results
The campaign helped to deliver a 5x lift in Pin awareness and a 3x lift in brand awareness, compared to past campaigns.4 The team also saw a whopping 9x lift in purchase intent specifically from Gen Z.4 These results showed the power of eos’ seasonal storytelling and inspiring creative.
5x
above average lift in Pin awareness, compared to past campaigns4,5
9x
higher than average purchase intent among Gen Z4
Resources
Leverage seasonal moments
People use Pinterest to plan their lives all year, and activity ramps up around specific events weeks in advance. Check our Pinterest trends tool for insight into what’s trending, when.
Get to know Gen Z
Learn how to reach the next generation of consumers from our Gen Z primer.