Christian Louboutin
Christian Louboutin paints sneakers in red on Pinterest and captivates Gen Z
Christian Louboutin's innovative campaign merges high fashion with contemporary art, leveraging Pinterest's visual platform to engage younger audiences.
Goal
In 2024, Christian Louboutin, the luxury brand known for its iconic red-soled shoes, set its sights on expanding its presence. They aimed to increase visibility and form connections with younger audiences—particularly Gen Z.
The brand saw an opportunity to showcase its innovative side while staying true to its luxury roots. By leveraging Pinterest’s Premiere Spotlight, Christian Louboutin could highlight a creative collaboration that would resonate with younger consumers seeking unique, artistic expressions in fashion. This strategy aligned perfectly with Pinterest's audience, who are known for their strong interest in fashion and art1.
Strategy
Christian Louboutin crafted a strategy that merged high fashion with contemporary art. The brand collaborated with a celebrated Japanese artist known for blending traditional techniques with modern pop culture influences. This partnership resulted in the vibrant "Button Flower Blossoms" collection, featuring the artist’s distinctive floral patterns on Christian Louboutin's luxury products. While the brand is known for their high heels, this campaign featured sneakers in a strategic move to appeal to younger consumers.
The campaign centered around Premiere Spotlight—a format that allowed Christian Louboutin to dominate the visual space and create maximum impact. This approach was particularly effective for showcasing this collaboration because it provided an immersive canvas for the brand's eye-catching designs.
Results
The campaign saw an 86% decrease in Cost Per Completed View (CPCV) compared to industry benchmarks2. This metric, which measures the cost for each user who watches a video ad in its entirety, indicates that the brand's content resonated strongly with viewers. The significant drop in CPCV not only ensured that Christian Louboutin's message was being fully consumed by a highly engaged audience but also represented considerable cost savings for the brand.
The Premiere Spotlight takeover achieved remarkable visibility, with 50% of the audience being between 18 and 34 years old, perfectly aligning with the brand's goal of engaging younger consumers, particularly Gen Z2.
-86%
CPCV vs benchmark2
50%
of the Premiere Spotlight audience was under 352
Resources
Premiere Spotlight
This Premiere Spotlight format allowed the brand to create an immersive visual experience. Learn how Premiere Spotlight can help your brand make a big impact and reach your target audience effectively.
Collaborations on Pinterest
Discover how you can use Pinterest to highlight creative collaborations and help connect with users who are actively seeking inspiration. Find out more about showcasing partnerships on Pinterest.