Shiseido Japan Co., Ltd
Leveraging Pinterest's exclusive ad format, Premiere Spotlight, Shiseido achieved high video view rate and increased purchase intent lift, measured by brand lift studies.
Goal
Since the launch of the wildly popular Essence Skin Glow Foundation in September 2023, Shiseido has been exploring ways to attract new customers while leveraging the product's buzz on social media.
Earlier in the year, Shiseido was planning a major promotion with new creative assets. The brand researched new touchpoints to reach its target audience in addition to the platforms it had already been using.
Pinterest's visual appeal sealed the deal. Its popularity and strong affinity with the young target demographic (20-30 age group)1 , and the active engagement on the platform2 also influenced the decision.
Strategy
Pinterest's visually appealing ad placements maximised impact. Because Premier Spotlight ads occupy a larger share of the screen, the team used their best, most scroll-stopping videos and product shots to garner attention on the home feed. The multiple ad formats helped the campaign generate a large number of views and maximum interest.
“
Consumer behavior is changing in a diverse media landscape. A comprehensive plan to tackle brand challenges, understanding each platform’s role and impact, is crucial. This campaign provided insights into maximising Pinterest’s potential.”
Chiba Yuya
Shiseido, Brand Manager, Global Brand Digital Marketing Strategy
A post-campaign analysis conducted by Shiseido revealed that the Pinterest campaign effectively increased both product evaluation and purchase intent.
Additionally, the campaign achieved a 30% decrease in cost-per-click and a 50% decrease in cost-per-reach3 compared to KPIs set by Shiseido. The analysis also found that purchase intent among those who watched video ads to the end was 23 times greater than benchmark estimates.4
Lastly, Integral Ad Science viewability was over 99%5, and external surveys confirmed that the ads were being actively viewed by the audience.
-30%
CPC compared to KPI
+23x
Purchase intent among those who watched video ads to the end
99%
Video viewability score determined with IAS tags
Resources
Get Seen
Premiere Spotlight is an ad format that can increase product and brand recognition. Learn how to use it for your most important ad campaigns.
Find your audience
Keyword Targeting allows you to reach people who search for specific ideas on Pinterest. Choose keywords related to the ads you’re promoting to appeal to people searching for those topics.