NEFF sizzles beyond benchmarks with Pinterest Predicts

Goal

NEFF designs appliances that inspire people to bring their culinary ideas to life, celebrating creativity and self-expression in the kitchen. That same spirit shaped the foundation of this campaign.

Aiming to drive awareness among food lovers, cooking enthusiasts and home renovators, NEFF wanted to reach people searching for everything from recipe inspiration to design ideas and kitchen upgrades. Given the unique opportunity Pinterest offers at the intersection of search, social, and commerce, NEFF could do just that. The platform provided the perfect space to connect with people in an inspired, discovery-driven mindset: when ideas were cooking, literally.

Strategy

Working closely with Pinterest, OMD, and creative agency Krow, NEFF developed a vibrant, trend-led campaign designed to spark inspiration across three key pillars: kitchen design, recipes, and hosting. 

Leaning into the power of Pinterest Predicts, the brand could own a trend on Pinterest, adding a dedicated Trend Badge to their campaign creatives. The perfect opportunity arose with sponsoring the 2025 trend Mix&Maximalist. 

This levelled up NEFF’s Pinterest partnership. Owning the trend enabled them to stand out in feeds when imaginations and plans were peaking. The collaboration also aligned seamlessly with the brand’s celebration of creative expression, and created an exclusive opportunity for NEFF to be at the forefront of trends.

Taking their creativity a step further, NEFF broadened their presence on Pinterest to reach audiences in new, more immersive ways. Building on previous Premiere Spotlight campaigns, which helped to deliver strong results and consistent incremental reach, the brand expanded their activity to include an Editorial Sponsorship. This unlocked access to two more exclusive organic placements on Pinterest, offering a subtle, native integration that felt like a natural part of the Pinner experience. Editorial placements are designed to feel additive and complementary – extending the experience and allowing brands to engage audiences when they’re most open to discovering new ideas, recipes and products.

Next, NEFF wanted to bring the Mix&Maximalist trend to life on and off platform, creating a connected brand experience. To amplify their sponsorship beyond Pinterest, NEFF launched a custom landing page and newsletter module, inviting subscribers to explore their kitchen designs and recipes inspired by the partnership. 

For the creative assets, these were inspired by NEFF’s belief that kitchens should be both functional and a vibrant expression of individuality. Their Pins captured the joyful spirit of Mix&Maximalist and encouraged people to bring that same level of creativity into their own culinary spaces.

Through Premiere Spotlight on Search, Editorial Sponsorship, and standard static and video Pins, NEFF showcased its range of products – including the distinctive Slide & Hide® ovens – in colourful, textured settings that captured maximalism in all its glory. 

Opting for a year-long partnership helped the brand become synonymous with the aesthetic, featuring vibrant hosting scenes and recipes set against immersive, multi-coloured kitchen spaces full of character and contrast.

To test the impact of their creative, NEFF set up an A/B test comparing performance between their Mix&Maximalist assets and their business-as-usual (BAU) campaigns. 

Finally, to measure effectiveness, NEFF ran a Brand Lift Study (BLS) to assess the campaign’s impact on key brand metrics — revealing how creative strategy, placement variety, and co-marketing opportunities combined to lift awareness.

Results

The Mix&Maximalist campaign helped deliver results as bold as its creative — driving exceptional engagement, efficiency, and awareness across every touchpoint.

NEFF’s Premiere Spotlight brought the trend to life with a prime Sunday placement, featuring editorial content on hosting and creating something delicious with the Slide & Hide® oven. The activation achieved a 20% incremental reach, helping drive significant reach and visibility within a day of it being live.¹ Impressions came in 16% higher than typical, driven by a 15% more efficient cost per thousand impressions (CPM), helping the campaign reach more people for less.³

The Editorial Sponsorship also exceeded expectations, helping drive carousel impressions up by 135% week-over-week and board opens by 78%, including a remarkable 478% lift on the day of sponsorship.³ The impact extended beyond paid placements, for example, organic searches for “kitchen room design” increased by 50% week-over-week, while “new house kitchen” and “colourful kitchen ideas” rose by 27% and 33% respectively.³ This reflects how well NEFF’s trend-led partnership had fuelled discovery across the platform.

Results were equally strong off-platform, too. Visitors to NEFF’s Mix&Maximalist landing page spent 117% longer on-site compared to other Pinterest landing pages, while users arriving via Mix&Maximalist Trend assets spent 17% longer than those from BAU campaigns.⁵ Proof that tapping into Pinterest trends can help heighten engagement, on and off the platform.

The campaign’s BLS also confirmed significant gains in brand awareness, offering valuable insights into which creatives resonated most. When Pinners were asked, “Which of the following brands of ovens have you seen a Pin about on Pinterest in the past 7 days?”, NEFF scored highly, with its Spotlight featuring the Trend Badge driving an impressive 4.0-point lift – outperforming all other formats and demonstrating positive campaign memorability impact.³

NEFF set out to ignite awareness — and this campaign sizzled beyond benchmarks and captured intent. By leaning into a trend and bringing it to life through timely, hyper-relevant creative, NEFF proved the power of meeting inspiration where it starts.

Resources

Tap into Pinterest Trends

Pinterest can predict trends before they’re even a thing. Pinterest Predicts offers an annual look at the ideas and aesthetics shaping tomorrow’s inspiration — while the Pinterest Trends Tool reveals what’s heating up right now.

Become an official sponsor

Don’t just follow trends – own them. From sponsoring a trend to creating content that rides the wave early, discover how your brand can grow with Pinterest Predicts.