Arla Skyr
Arla Skyr reaches a new audience in Germany using Premiere Spotlight
Arla Skyr's use of Pinterest's Premiere Spotlight helped to elevate their brand into the forefront of the German market, achieving remarkable uplift in Pin Awareness, Message Association, and Brand Favourability1
Arla Skyr has become a permanent fixture, with fans consistently selecting from tasty variants as the foundation for a nutritious, delicious start to their day.
As Arla Skyr are passionate about driving food inspiration, they came to Pinterest because they saw the unique opportunity to reach an audience who are actively seeking it. The campaign aimed to inspire culinary creativity and encourage Germans to integrate Skyr in their balanced diet as a tasty and versatile breakfast or snack option.
+6.7 point
lift in action intent1
+4.3 point
lift in Pin awareness1
Spotlight success
Arla Skyr's first Pinterest campaign was anchored by a strategic use of Pinterest's Premiere Spotlight, an ad format specifically designed for maximum impact and visibility. Having Premiere Spotlight on the search feed gave Arla Skyr exclusive access to the first ad placement on the search page carousel for an entire day. This means that whenever Pinterest users in Germany searched for anything on that day, they reached a wide audience and also connected with people as they started their journey for some culinary inspiration.
“
Pinterest Premiere Spotlight worked perfectly to boost our brand visibility, tapping into its unique ability to inspire culinary discovery and gain incremental reach among a wide range of audiences in Germany.”
Kasia Skimin
Digital Media Specialist, Arla Foods
The campaign excelled across three pivotal metrics: Pin Awareness, Message Association, and Brand Favorability, with significant topline lifts that surpassed internal benchmarks and outperformed other Consumer Packaged Goods (CPG) advertisers in Germany.1 Pin Awareness saw a rise of +4.3 points, while Message Association and Brand Favourability lifted by +4.4 and +2.5 points respectively.1 The campaign successfully engaged their audience at every stage of the marketing funnel, leading to a +6.7 point lift in action intent.1
Based on the success of this campaign, Arla Germany is planning a Q1 2024 activation for another of their brands: Arla Kaergarden.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Be wlling to experiment: Use Pinterest’s measurement tools to help explore and identify the ideal creative mix for your brand.
Adopt a channel-led mindset: Collaborate with the Pinterest creative team to revamp your existing assets into platform-specific content.
Be the first: Stand out by being an early adopter of new features and placements on Pinterest. Bold moves can help differentiate your brand in a crowded media landscape.