Nike
Nike connects with a fashion-loving Gen Z crowd on Pinterest
The native feel of Pinterest ads helped Nike reach Gen Z fashionistas on the hunt for their next ‘fit
Goal
Gen Z are true digital natives. They can spot a gimmick or a sales pitch a mile away. So when Nike aimed to increase their sales and visits from Gen Z fashionistas, they knew they had to keep it real. They needed to figure out an innovative way to run inspiring ads, on a platform where fashionistas would go in droves.
And that’s Pinterest. That's where Nike could reach people actively searching for fashion inspo. Plus, Pinterest occupies a unique position in Nike’s general marketing mix. It’s a negative-free zone, a sharing platform that encourages people to explore freely and confidently.
Strategy
Nike were excited to be a part of Pinterest’s limited collages for advertisers experiment. Inspired by the collages format, which is a new way for people on Pinterest to express themselves visually—think creating mood boards or putting together outfit ideas. Brands can cut out and remix their products into a collage visual that feels native, tag the products in their collage to make them easily shoppable, and promote it as an ad format.
To bring theirs to life, Nike collaborated with The Online Studio and PMG to make ads that feel not just relevant but authentic. Their collage curated Nike products like their Gen Z audience use Pinterest to curate their personal style. Nike ensured these vibey ads reached the right audience using Pinterest trends to inform their interest and keyword targeting strategy.
Results
Nike’s unique and inspirational creative truly resonated with their target audience of Gen Z women interested in fashion. Gen Z drove more efficient CPMs compared to the total audience, and the highest shopping engagement.1 40% of the card close ups AKA clicks into the shoppable elements of the collage came from 18-24 year olds.1
16%
more efficient CPMs from Gen Z (18-24 year olds), compared to total audience1
40%
of shopping engagement driven by Gen Z (18-24 year olds)1
Resources
A marketer’s guide to inclusive content
Help people see themselves in your content, using your products. These six tips from Pinterest share proven approaches to designing for inclusion.
MECE testing strategy
Pinterest recommends a mutually exclusive, collectively exhaustive (MECE) approach to campaign testing. Learn how to get more performance insights with this strategy.