Malibu Rums
Make trends work for you: Malibu reach Gen Z with Pinterest Predicts insights
To drive awareness and consideration for Malibu’s “Do Whatever Tastes Good” campaign, they set their sights on Pinterest Predicts—giving their strategy a unique twist by aligning it to an incoming trend for their target audience. And the results were raise-a-toast worthy
The annual trends report, Pinterest Predicts, gives marketers a window into the future. It's what people are searching for on Pinterest, and the trends we predict will stick. In fact, for the last three years, 80% of our report predictions have come true1.
Malibu wanted to reach and engage with a Gen Z audience, and Pinterest Predicts' 2023 trend, “Fringes with Benefits”, was the perfect one for them to lean into.
+2.3pt
action intent with target audience 18-24 years olds2
+6.3pt
brand favourability with men2
In the 2023 trends report, Pinterest predicted that fringed finishings would make a major comeback—with searches rising for “fringe dress outfits” (+255%), “tassel jackets” (+60%), and “beaded fringe dresses” (+75%) to name a few3.
In collaboration with their agency partner, MG OMD, Malibu developed a suite of assets incorporating the trend with a lifestyle focus. Additionally, each ad featured the “Pinterest Predicts Trend” badge.
Using static and video ads, their creative aligned with the trend beautifully—showing people in fringe-embellished goods and enjoying a good, hearty Malibu drink. They shared recipe ideas for DIY Malibu cocktails at home, and the overall look and feel of the ads gave a bold, brilliant, fantasy-style setting—grabbing attention in peoples' feeds.
“
Working on this unique insights-led campaign was a real delight. Pinterest Predicts helped inform our strategic thinking and ultimately drove more effective results. We could lean into a specific trend that not only resonated with our target audience—in this case, Gen Z but also with our own brand world. By giving our creative the “Pinterest Predicts Trend” badge, our ads cut through even further on people’s feeds.”
Laura Convery
Senior Brand Manager, Malibu Rums
Following the campaign, Malibu saw a boost in brand metrics. The results showed that 18-24-year-olds were significantly more likely to purchase Malibu in the future with +2.3pt lift in action intent, and it also worked effectively amongst the male audience, measuring a +6.3pt in brand favourability2.
Another key takeaway—creative that leveraged the “Pinterest Predicts Trend” badge paired with the likes of a “Discover Now” call-to-action (CTA), worked best in driving significant lifts in engagement and action intent.
Overall, Malibu showed that leaning into a trend and giving it a splash of Pinterest Predicts worked hand-in-hand (or cocktail in hand, you decide) for this campaign, meeting their marketing objective and driving results.
Tips for your next campaign
Try these Pinterest best practices to help get more out of your ads.
Act on the insights. Make our trends work for you—talk to your Pinterest team about opportunities to apply Pinterest Predicts to your business. If you don’t have a Pinterest rep yet, you can apply for sales support here.
Experiment with Pinterest formats for even greater results. Brands that have combined static ads and video solutions in their campaigns have nearly doubled their Pin awareness4.
Follow Pinterest’s creative best practices. Give your Pinterest ads a clear text overlay, sync with a moment or trend (like Pinterest Predicts), and showcase your product or service in ways that your target audience imagines your product in their lives. And always a clear CTA.