Glenfiddich
By combining top-shelf creative with sophisticated targeting, Glenfiddich connected with an audience thirsty for ways to make the holiday season more special.
Goal
For many, the holidays are a moment for celebration and relaxation—but for brands, capturing a holiday shopper’s attention and dollars makes it one of the most critical and competitive times of the year.
To make the holiday season a success, Glenfiddich turned to Pinterest. Glenfiddich had seen insights about the luxury market on Pinterest—and the fact that Pinterest luxury customers are interested in premium alcohol definitely caught their attention.1 As they started planning their holiday campaign and media strategy, they thought about ways to reach this high-intent, high-spend audience with a creative, performant campaign.
Strategy
To drive brand awareness, Glenfiddich sought to position their whisky—specifically the Grand Cru bottle—as the perfect holiday gift. They decided to participate in Pinterest’s holiday Gift Badge program for an extra boost, helping shoppers on Pinterest see the brand as a great option for gift-giving.
Glenfiddich also boosted consideration by targeting a variety of audiences on Pinterest. They leaned heavily into keyword and interest targeting to show their ads to groups like “luxury and art enthusiasts” and “whisky and scotch enthusiasts.” They even used persona audiences to help them narrow in on households with incomes of $150K or more.
“
Pinterest was instrumental in helping us connect with the exact audience we needed for the holidays: high-intent shoppers looking to give the perfect, premium gift.”
Josephine Chu
Senior Brand Manager, Glenfiddich
Results
Throughout their holiday campaign, Glenfiddich’s creative and targeting came together in a perfect package. They saw significant lifts across the full funnel: the Brand Lift study showed that people on Pinterest are now more aware of the Glenfiddich brand, and they’re also more likely to consider purchasing the Glenfiddich brand the next time they shop for whisky.2
+2.8 pt
lift in aided brand awareness2
+1.3 pt
lift in Action Intent for ads with the Gift Badge feature2
Resources
A marketer’s guide for holiday success
Get the details on how Pinterest’s full-funnel solutions can help drive performant holiday campaigns.
Best practices for compelling creative
Want ads that seal the deal? Check out our tips on how the right copy and images can help you reach lower funnel goals.