MAC
MAC uses Pinterest Trends tool to trend with Gen-Z
With a mix of static and shopping ads, MAC's full-funnel strategy on Pinterest delivered eye-catching results.
An eye for targeting trends
MAC set out to drive awareness and consideration for their hero products to reach users creating looks to celebrate moments that mattered to them. MAC’s roots are in makeup artistry, so helping people learn new makeup trends is part of the brand’s DNA. With this campaign, MAC set out to engage with people in a new way, creating an emotional connection and reaching a younger demographic.
MAC also used this campaign to support the growth of MAC TREND, a resource the brand created to share the latest beauty looks and how to achieve them.
Working closely with Pinterest and their media agency MG OMD, they started by using Pinterest insights to identify top emerging beauty trends.
Using the Creative Connect programme, six trends were brought to life with assets shot specifically for Pinterest. From Stained Glass Lips to Grunge Glam, MAC and Pinterest turned trends data into bespoke editorial content that showcased their products in a new way.
The creative notably caught the eye of Gen-Z1, where a 2.5pts increase in Pin awareness and 2pts increase in action intent were measured.2
Trends also informed the targeting, leaning into beauty-related keywords, searches and consumer interests to show up (and glow up) in the feed.
+2.5pts
average lift in Pin awareness2
57%
lower than the cost-per-clicks goal3
Get the look: Creative excellence
People come to Pinterest to discover and explore new ideas. By collaborating with Pinterest to identify upcoming trends, MAC created ads that put their hero products at the core of the newest looks.
“
This trend-focused campaign married perfectly with the nature of Pinterest because Pinterest is where people go to discover inspiration for looks. With Pinterest’s early data insights, our campaign launched as these new looks were trending, putting our hero products on display at the perfect moment.”
Laetitia Ayache
Marketing Director, MAC Cosmetics UK & Ireland
Glowing results
By leveraging Pinterest's insights and the Creative Connect programme, MAC’s campaign was early to new trends.
The campaign delivered glowing results, especially among Gen-Z1—who measured a +2.5pts lift in Pin awareness and +2 pts lift in action intent.2 And, MAC beat their benchmark: with a cost-per-click 57% lower than their original goal.3 The full-funnel strategy paid off.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
Tap into key trends and moments. Learn what your audience is searching for on Pinterest and show up where they’re at.
Strive for creative excellence. 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.
Create value-add moments. Take your shoppers on a journey—create content that's inspiring and actionable for the user. How will your product enhance their lives? Help them imagine it.