Smirnoff
How-to videos brought Smirnoff meaningful lifts in incremental sales, from incremental buyers.
Goal
A staple in countless cocktails, Smirnoff Vodka is known for blending well with a wide range of flavors. The brand had really high top-of-mind awareness among a range of consumers, but lower intent to buy among audiences like Gen Z and Millennial shoppers. The team set out to change that behavior—hoping to set their drinks apart from the competition.
Smirnoff’s new strategy positioned their cocktails as the perfect accompaniment for summer occasions. They saw a natural fit with Pinterest ads, because people use Pinterest to plan for special moments and because visual, inspiring creative pays off on the platform.
Strategy
The team partnered with notable creators like Craft & Cocktails and A Full Living to develop distinctive cocktails and standout recipes. Each ad showcased ingredients, recipes or tips to help people create the perfect summer moment. Altogether, the campaign’s authentic storytelling showed new ways to use Smirnofff. Each creator added their own twist, increasing ad memorability and making the drinks feel more festive.
The brand also developed a collection of Pinterest-first assets to support the creator content. Following creative best practices, these ads used prominent product placement and featured a mix of product and recipe content.
“
Creators were key to helping us create distinctive and memorable content for Pinterest. The collaboration enabled us to give people exciting new ideas for using our products, making Smirnoff a natural part of their celebrations.”
Ranan Tannenbaum, Sr Brand Manager, Diageo
Results
Smirnoff’s campaign on Pinterest brought big results, including an incremental sales lift of 2%.1 Within that lift, 72% came from new brand buyers—showing that they effectively moved more potential customers down the funnel.1 The creator content was especially effective, with a 4.8x return on ad spend (ROAS) on its own.1
2%
incremental sales lift1
72%
of incremental sales driven by new brand buyers1
Explore Related Resources
Creative best practices
Dial up your ads’ performance by following our best practices. Find tips for standard, video and idea ads, as well as organic Pins.
Market to moments
People on Pinterest love to plan—for everything from holidays and big celebrations to weeknight dinners and family game night. Our marketing moments guide can help your brand be where they’re looking for ideas.