Dulux
Dulux owns the moment and the Pinterest Predicts Home Front trend
Dulux put the appeal in curb appeal. Dulux recognized the importance of first impressions and secured the 2023 Home Front Pinterest Predicts Trend Badge, positioning their products in the center of this rising trend
With each season, a new wave of trends and styles emerges, challenging brands to keep pace. Dulux, with its longstanding history in the paint industry, have always been synonymous with quality and trust. The challenge for legacy brands like Dulux, however, isn't about maintaining quality: it’s about staying ahead of the curve when it comes to trends.
With a changing demographic and more competition than ever before, Dulux sought to harness the power of Pinterest trend data and secured the Pinterest Predicts Home front trends package.
+23%
higher ad recall for ads featuring the Trends Badge vs. other creatives1
+21%
higher clickthrough rate, compared to internal benchmarks2
+1.6 point
lift in action intent1
Painting the future
Pinterest search data showed people were thinking about the first impression their home makes. Pinterest Predicts 2023 called out the Home front trend as searches like “front door transformations” and “Foyer entryway decor ideas” were on the rise. The trend was the perfect match for Dulux’s Weathershield paint product. The brand bought the Home Front trend badge and with it the exclusivity for that trend in Australia.
People on Pinterest are planning. So Dulux’s multi-objective approach targeted a broad audience with inspo-worthy ad creative to drive awareness and product consideration.
“
By investing in a Pinterest Predicts trend badge, we showed the value of our product as people actively search for inspiration. Reaching potential customers that have this level of intent is only possible on Pinterest.”
Kelly Magee
Brand & Media Manager, Dulux
To gauge the impact of the Trend Badge, Dulux crafted assets both with and without the badge's distinctive border. When comparing these variations, it became clear that the Trend Badge was a game-changer. Ads featuring the badge experienced a notable 3.2pt boost in awareness, underscoring the badge's effectiveness in enhancing visibility and engagement.1 The consideration campaign notably achieved a significant 1.6pt increase in action intent.1 And overall, the brand saw the campaign drove engagement measuring clickthrough rates 21% above benchmarks.2
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Tap into Pinterest Trends: Leverage the insights from Pinterest Trends and the cachet of the Trend Badge to help amplify the relevance of your campaigns.
Adopt a Multi-Objective Approach: Instead of relying on a single ad strategy, incorporate multiple objectives like CPM and CPC. This diversification can help increase your brand's reach, amplifying both awareness and action.
Optimize Targeting Techniques: Instead of narrowly focusing your targeting, consider broadening your scope. Combine interest-based and keyword targeting to reach a wider audience.