e.l.f. Cosmetics
Premiere Spotlight puts e.l.f. Cosmetics front and center
To launch a new product, e.l.f. Cosmetics reached Gen Z and Millennial shoppers right where they’re looking for inspiration: on the Pinterest search page.
With a mission to make the best of beauty accessible to every eye, lip and face, e.l.f. Cosmetics are committed to their superpowers of delivering premium-quality beauty products at e.l.f.ing OMG prices that are clean, vegan, cruelty-free and fair trade certified.
e.l.f. Cosmetics transcends beauty boundaries by setting new benchmarks, pioneering new platforms and always moving at the speed of culture.
For the launch of e.l.f.’s Lash ’N Roll Mascara, the team wanted to disrupt norms and do something unexpected, so they tested out Pinterest’s newest video format: Premiere Spotlight. With a takeover on the Pinterest search page, they knew that they’d reach shoppers right where inspiration strikes.
11%
improvement in video completion rates by adding Premiere Spotlight to their Lash ‘N Roll Pinterest strategy1
13%
higher video view rate with Gen Z, compared to Media Rating Council (MRC) video view rate baselines1
This was a big launch for e.l.f. Cosmetics. And on Pinterest, you can’t get bigger than Premiere Spotlight. It’s edge-to-edge video that takes up approximately 50% of mobile screens.2
e.l.f. used this new, high-impact format to drive launch awareness with Gen Z and Millennial makeup lovers. Their Premiere Spotlight ads ran at the top of the Pinterest search page, reaching people in peak discovery mode.
Patrick O’Keefe
Vice President, Integrated Marketing Communications, e.l.f. Cosmetics: Encompasses Keys, Well People and e.l.f. Cosmetics
After the initial Premiere Spotlight launch moment, e.l.f. ran an additional six weeks of Video ads on Pinterest using a standard feed placement. They retargeted people who had already seen the Premiere Spotlight ads, building on that initial awareness and engaging with people who had a higher intent to purchase.
All ads in the series used beautiful, inspiring creative, breaking their previous benchmarks. And though the goal was awareness, the ads also linked, ads linked right to the Lash N’Roll product landing page so people could try and buy right away.
e.l.f. was the first beauty company to use Premiere Spotlight, working with their media agency, Tinuiti, to bring the campaign to life. In the end, Premiere Spotlight ads drove a lift in video completion.1 View rates were also outstanding, and especially with the prime Gen Z audience. The campaign had a 13% higher video view rate than the Media Rating Council’s typical baseline for Gen Z consumers.1
"Across the paid social landscape, we’re seeing that Millenials and Gen Z are more likely to begin product searches on social platforms. We consider placements like Premiere Spotlight to be the tip of the iceberg when it comes to the increasing popularity of product searches on social media, capturing people in moments of discovery."
Lize Keefer
Associate Director, Paid Social, Tinuiti
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Maximize awareness with multiple formats
Strive for creative excellence and innovate with multiple ad formats on Pinterest. Work with our creative team to explore the many ways your brand can show up on the platform to capture your audience's attention.Get noticed with video
To help reach an audience primed to try new products, capture their attention with our creative video formats. With 3x better viewability than the average social media platform, you can get real engagement which can lead to real results.1Tap into Pinterest trends
People come to Pinterest to find tomorrow’s ideas. Leverage the trends in our 2023 Pinterest Predicts report to help show your audiences how your products fit into their future plans.