For the 2022 holiday season, Starbucks at Home encouraged Pinners to get into the festive spirit with limited-edition Starbucks at Home holiday coffees. They wanted to reach the 9 in 10 people using Pinterest for holiday and winter inspiration² and capitalize on the +31% increase in searches for “starbucks hot drinks” during this seasonal moment.³

Holidays are one of the biggest moments of the year, with a very small window of time to reach consumers, so Starbucks at Home started planning early. In July, they worked with Pinterest to develop a multi-objective strategy driving awareness and consideration through a mix of ad formats, including Video, Static and Idea ads. And to inspire deeper engagement, the brand tried out their first Pin Extension for a personalized touch.

The Pin Extension quiz asked three simple questions to help users discover the perfect seasonal Starbucks at Home drink recipe they could make in their very own kitchens. This creative ad format is all about engagement and 53% of the people who clicked on the Pin Extension ad engaged with it.¹ The brand also continued optimizing the ad after launch to further drive engagement. This personalized ad experience drove the strongest results seen to date for a food and beverage brand in Canada.¹ 

Connecting this personalized experience to the holidays increased the campaign’s impact. The campaign not only drove lift in ad recall with current customers, but it also shifted action intent with potential customers. The holiday season can be the right time to reach a new audience on the platform, with 3 in 4 people on Pinterest discovering new brands and products during the festive season.²

As a result of the campaign, people on Pinterest were more likely to associate Starbucks at Home with the holiday season and gifting. The campaign was memorable for existing Starbucks at Home consumers, driving 21.4% lift in ad recall.¹  Perhaps even more notably, it drove 54.5% in ad recall and 43.8% lift in action intent amongst people on Pinterest who didn’t know if they purchased a Starbucks at Home holiday flavour last year.¹ 

Starbucks at Home plans to continue creating moments-driven campaigns while testing all the creative ways they can use Pin Extensions.

Tips for your next campaign

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

1. Start planning early. Planning for this campaign started in July 2022 for a November launch, giving teams ample time to perfect the creative for a successful campaign. 

2. Execute a full-funnel campaign. Running multiple objectives and ad formats increases reach, builds audiences, and drives full-funnel impact.

3. Drive consideration and engagement by aligning your product to relevant seasonal moments.