Bobbi Brown
Collage Ads put the brand’s refreshed shadow stick front and centre.
Goal
Luxury beauty shoppers are discerning. They notice quality, they care about details, and they know what they're looking for. That makes them an ideal audience for premium brands. It also makes them one of the hardest audiences to reach. That's the audience Bobbi Brown needed to reach when they relaunched their Long-wear Cream Shadow Stick packaging.
That's where Pinterest’s Collage Ads came in. The format mirrors how people naturally curate ideas on Pinterest, letting Bobbi Brown layer multiple product shots into layouts that felt native to the platform.
Strategy
Collage Ads empower advertisers to drive engaging visual storytelling. The format encourages people to interact with brands and products rather than passively scroll past them. For Bobbi Brown, that meant building layouts that showcased their shadow stick the way people naturally curate beauty ideas on Pinterest.
Gen Z and young millenials have especially embraced collages, using them to express their aesthetic, organize makeup inspiration, and build mood boards. Bobbi Brown's strategy was to mirror that behavior. Each collage layered multiple images: one frame highlighted the redesigned packaging, another demonstrated application technique, a third showed shade range and texture. The layouts told complete stories without requiring clicks or captions.
Working with Pinterest's Creative team, Bobbi Brown ensured every collage followed platform best practices while staying true to their brand aesthetic. With their unique and eyecatching format, Collage Ads signaled something new worth paying attention to.
"
Integrating the most native moodboard-style visuals for this campaign proved to be an innovation worth testing. Collage Ads ended up outperforming all other ad formats, proving they were the right choice for this campaign"
Käthe Schulz
Media Manager DACH, The Estée Lauder Companies
Results
The campaign didn't just perform well; it set a new benchmark. Bobbi Brown ran a comprehensive six-question Brand Lift Study to measure the true impact, and Collage Ads outperformed every other creative format they tested. Collage Ads are built around how Gen Z curates beauty content on Pinterest, which meant the campaign felt native to how younger audiences already browsed. The lifts across awareness and consideration proved that investing in unique formats designed for how people actually browse drives measurable business outcomes.
6.9pts
Increase in Pin awareness compared to all other formats¹
2.1pts
Increase in action intent compared to all other formats¹
Explore Related Resources
Collage Ads
Curation is core to Pinterest, and collages are the format that showcases it best. Find out how to use them for your next campaign.
Brand Lift Studies
Pinterest helps advertisers measure the true impact of their campaigns with brand lift and conversion lift studies.