Banana Boat boosts awareness with a creator-led campaign

Goal

Summer is all about fun in the sun, so when Banana Boat was ready to launch their latest innovation, 360 Coverage Sunscreen Mist SPF 50 in both Sport and Kids formulas, they wanted to get the word out ahead of sunshine season. 

The team wanted to reach people planning summer activities who’d be open to trying new sunscreen. Together with TRIBE, a creator marketing agency, they sketched out the perfect plan to get potential customers ready for the summer.

Strategy

Banana Boat realized Pinterest had a prime audience, with people actively planning for summer and shopping for new products. They decided to use a mix of creative strategies to get the word out about their 360 Coverage Sunscreen Mist SPF 50+ sunscreens.

Partnering with TRIBE, Banana Boat chose influencers to create video ads to align with trending Pinterest topics like “Outdoor activities” and “Summer bucket list”. Some ads showed parenting creators taking their families on outdoor adventures, while others highlighted creators using the sunscreen for their favorite summer activities. Banana Boat added a co-branded Pinterest Trend Badge to the ads for extra punch.

Results

Banana Boat’s results showed the power of a creative take on content. Pins featuring creators helped deliver a 3.2x higher lift in Pin awareness and a 60% higher clickthrough rate than Pins from 2023.²

The Trend Badge also played an important part. Pins with the Trend Badge helped bring a 5.6-point lift in Pin awareness—1.8 points higher than Pins without the badge.² With these results, Banana Boat is already looking forward to next summer’s campaign.

Resources

Pinterest trends

A window into the next big thing, Pinterest trends help you get ahead of what your audience will want next.

Paid partnerships for brands 

Partnerships with creators can help you tell meaningful stories from different points of view. Learn how to manage partnerships on Pinterest.