Nordisk Film Biografer keeps the magic of the silver screen alive by bringing the latest blockbuster movies to cinema-goers across Denmark. In the autumn of 2023, as interest in Taylor Swift’s Eras Tour reached a fever pitch, the multi-platinum artist announced that fans would be able to experience the Eras Tour in movie theatres around the world—without paying the high price of concert tickets. 

Taylor Swift’s Eras Tour coming to cinemas was destined to be a huge moment for the industry. And since Nordisk Film Biografer had previously seen lower CPMs on Pinterest than other platforms they knew with Pinterest the could make the most of this opportunity. So the brand turned to Pinterest with the goal of driving online ticket sales. 

“Taylor Swift” was one of the most popular entertainment search terms on Pinterest in Denmark. Pinterest measured a 300% weekly increase in search during the three months leading up to the campaign.² Pinterest had previously offered the brand lower CPMs than other platforms, making this collaboration a perfect “love story”.

A multifaceted approach

In order to reach their conversion goals, Nordisk Film Biografer executed a multifaceted strategy that leveraged Pinterest's range of features. The campaign was divided into three ad groups: interests, keywords, and retargeting. The interests ad group focused on specific interests that resonated with Taylor Swift fans, like  'finding the best outfit' and 'Women‘s Outfits by Occasions'. The keywords ad group targeted keywords related to the Taylor Swift movie, ensuring that the ads reached the most interested audience. The retargeting ad group re-engaged potential customers who had previously interacted with the brand, driving them to take action. 

This diverse targeting strategy reached users at various stages of their customer journey, and even successfully inspired Pinterest users who weren’t searching for anything related to Taylor Swift or Eras Tour movie. This was evident in the successful performance of keywords that weren’t directly linked to Taylor Swift.

Their most successful Pin was a Carousel that provided a step-by-step guide to crafting the perfect Eras concert movie experience, encouraging Swifties to find the perfect outfit, bring friendship bracelets, dance, sing, and, most importantly, secure their tickets at Nordisk Film Biografer. 

Nordisk Film Biografer opted to advertise the Taylor Swift concert film exclusively on Pinterest, which proved to be a success, with Pinterest's precise targeting features enabling them to effectively engage their desired audience. The campaign achieved a Cost Per Acquisition 39% lower than previous campaigns and a 62% higher ROAS¹. 

With this Pinterest campaign, Nordisk Film Biografer drove their audience to their ultimate goal: purchasing tickets.

Tips for your next campaign

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

1. Leverage precise targeting: Invest time in understanding your audience's interests, behaviours, and preferences. 

2. Timing is key: ​​Whether it's aligning with seasonal trends or capitalising on specific events or holidays, make sure your campaigns are scheduled strategically. 

3. Test different ad formats: Diversify your ad formats to discover which resonates most with your audience.