Giorgio Armani is synonymous with enduring luxury and sophistication. But in the hyper-competitive realm of the luxury market, even iconic brands need to adapt and innovate to rise above the rest. Marketing fragrances poses its own challenge; it’s a product whose primary allure—its unique scent—can’t truly be captured in advertising. 

So when looking to highlight one of their best-selling fragrances, My Way, Armani turned to Pinterest—a platform that delivers a powerful blend of visual storytelling and audience-specific insights for advertisers.

Armani launched Australia’s first-ever Premiere Spotlight search feed and home feed takeover.  By harnessing Pinterest’s innovative tools and this new high-impact ad format, they not only achieved outstanding results but also showcased how to seize and captivate attention on a large scale.

Spotlight on success

With the Premiere Spotlight takeover, Armani strategically positioned product-focused videos on the home feed. This is the first paid impression a user will see on the platform, so it was essential that product and branding were prominent in that placement. They seamlessly transitioned to lifestyle-focused assets with their celebrity brand ambassador on the search feed  The duality of placing each ad in the respective placement allowed each tailored piece of creative to play to its strength. 

Premiere Spotlight was just one part of Armani’s broader strategy. It also complemented their full-funnel campaign involving standard vertical and video pins, max-width videos, and shopping ads.

While Premiere Spotlight’s primary aim is to drive impactful brand awareness, the high-reach video format also shifted purchase intent for this campaign, driving a peak in conversion volumes, page visits, adds-to-cart, and checkouts. This underlines the potential of high-impact awareness campaigns as potent drivers for direct-to-consumer initiatives as part of a full funnel campaign. 

The decision to test Pinterest’s newest ad product was more than justified by the results. The campaign saw impressions rise to 87% above the expected estimate¹, indicating a broader reach than anticipated. This was complemented by a 40% more efficient CPM when compared to the media plan highlighting the cost-effectiveness of the strategy¹. One of the standout metrics was the 4.2x increase in outbound click-through rates compared to Armani’s usual awareness campaigns, showing clear engagement from Pinterest users¹.

Tips for your next campaign

Try these Pinterest best practices to help get more out of your ads. 

1. Own the Moment with Premiere Spotlight: Utilise the Premiere Spotlight for major product launches or announcements to help maximise visibility.

2. Go Native with Humanised Content: Especially in premium editorial environments like the search feed, using relatable, lifestyle-focused video content can help the ad blend seamlessly into the Pinterest platform environment, amplifying its impact.

3. Diversify to Drive Engagement: Don’t rely solely on one ad format. A diverse ad strategy not only broadens reach but also caters to varied user preferences, increasing the chances of engagement and conversion.