Philadelphia
With Pinterest Trends tool, Philadelphia wins holiday bakers
Philadelphia used the Pinterest Trends tool to pinpoint the optimal timing for their holiday campaign. The result? Full-funnel success and irresistible desserts and canapés at holiday parties across the UK.
In the lead up to the festive season, it can be difficult to get your brand seen. Philadelphia took a two prong strategy: find the perfect moment and create inspiring creatives that tap into holiday canapé and dessert trends.
For this campaign, the brand aligned its ads with seasonal interests and keywords while positioning their cream cheese as the perfect ingredient for holiday dessert and canapé recipes. Pinners are now 9% more likely to associate Philadelphia with quick and easy recipes.1
+3.7ppts
lift in Pin awareness1
+2.5ppts
lift in private label purchasers1
+2.4ppts
lift in action intent1
Recipe for Success
Pinterest Trends tool gives advertisers the data to be trend spotters in real-time. Philadelphia used the tool identifying an opportunity to time their holiday campaign around cheesecake—which sees increased searches and interest in the lead up to the festive season every year.2
They used high-impact max-width video ads alongside standard video and static ads for a more immersive experience. The mix of ad formats delivered on the multi-objective consideration and awareness goals.
The highly memorable campaign most notably measured the highest boost in action intent with the coveted Gen-Z demographic.1
“
Pinterest’s trend data allowed us to make a big impact during the noisy holiday season. Through creating engaging cheesecake and canapé recipe Pins we were able to inspire holiday recipe planning across the UK with amazing results to show.”
Raphael Capitani,
Senior brand manager, Philadelphia
Philadelphia’s multi-objective campaign delivered full-funnel results: a +3.7ppts increase in Pin awareness, a +2.4ppts increase in action intent and most importantly increased association of Philadelphia with quick and easy holiday recipes.1
The brand saw particular success with younger audiences, and plan to target those under 35 for their always-on campaigns moving forward.1
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Use specific interests and keywords in order to tap into seasonal trends with relevant creative that inspires users.
Add a clear call-to-action, that aligns with your objective.
Put your products front and centre and use striking imagery to capture users’ attention and inspire action.