G-STAR
G-STAR ignites engagement on Pinterest
G-STAR boosts engagement with Pinterest's Premiere Spotlight.
Goal
G-STAR, which is known for its bold denim designs, collaborated with Burna Boy in early 2024 for their latest collection. They wanted to spread the word about this partnership and reach audiences beyond their current customers.
With its focus on visual discovery, Pinterest offered G-STAR the opportunity to showcase their collaboration to a vast audience of engaged Pinterest users. Opting for Pinterest's Premiere Spotlight format, which was previously untested by the brand, G-STAR targeted a broad demographic in the Netherlands.
42% improvement in CTR over benchmark1
Strategy
The campaign was divided into two phases, each featuring Pinterest’s Premiere Spotlight. Phase one featured the Premiere Spotlight on the home feed for three days, and phase two featured the same ad on the search feed for three days, with a week in-between each phase. This approach aimed to maximise unique reach and impressions, optimising the campaign's impact.
G-STAR targeted net new Pinterest users, excluding existing G-STAR customers, to help expand their reach and attract fresh engagement. By tailoring their campaign to reach this specific audience segment, they aimed to introduce their brand and product to people who may not have previously engaged with G-STAR. This strategic decision underscored the brand's commitment to innovative marketing tactics on Pinterest's platform, driving towards their goal of increased awareness and engagement.
"Pinterest's Premiere Spotlight helped to deliver impressive reach and engagement for us. We'll definitely include it in our format mix for our next major brand campaign."
Kristina Tasheva
Paid Media Lead, G-STAR
Results
By embracing Pinterest's Premiere Spotlight format, G-STAR achieved remarkable success in driving both reach and engagement.
Their Spotlight Home placement outperformed benchmarks, demonstrating a significant uplift in impressions1. Their campaign surpassed expectations with a 42% improvement in CTR over benchmark, signaling a high level of interest and interaction among Pinterest users1. The campaign's video completion rate (VCR) exceeded the industry average, indicating strong viewer engagement with the content1.
Resources
Premiere Spotlight
Learn how Premiere Spotlight can help your brand make a big impact and reach your target audience effectively.
Performance on Pinterest
The quickest way to convert browsers into buyers is to create a smart strategy. Learn about how to gear Pinterest for performance.