Halo Top
When Halo Top focused on Pinterest’s creative best practices, they saw a 9% boost in sales—with two in every three purchases from new brand buyers1.
Goal
Health-conscious treats: that’s the sweet spot Halo Top aims to hit with their lower-calorie, higher-protein light ice cream. With the launch of their new line, Halo Top Mix-Ins, they wanted to reach wellness-minded consumers who were looking for goodies in the freezer aisle and hadn’t tried Halo Top before.
Their message of carefree indulgence was a little more nuanced than the average pitch for ice-cream—and that’s what made Pinterest such a great fit. The platform’s slower, more intentional browsing environment allows people to absorb richer stories. Halo Top wanted to make the most of it, designing creative specifically for Pinterest that would make their story clear, memorable and motivating.
Strategy
Historically, Halo Top hadn’t ever built distinct creative for Pinterest, and their campaigns didn’t provide statistically significant lift in aided awareness or action intent. But the launch of a new product line raised the stakes. To give themselves the best chance at success, Halo Top decided to run the Mix-Ins campaign by the book, fully committing to Pinterest’s creative best practices and enlisting the support of Pinterest creative services.
They used image, video and carousel ads featuring Mix-Ins products along with strong branding and “new” call-outs. The video ads featured people pampering themselves, aligning with the brand’s core target audience of wellness-minded consumers.
“
Pinterest has helped us understand what our target audience is looking for on the platform. When you know that, and can match the mindset they’re in when they see your ad—that’s the difference between a run-of-the-mill campaign and a runaway success.”
Tiffany Palermo
Sr. Brand Manager Halo Top
Results
Halo Top saw an immediate shift with the new creative. In all, the campaign delivered a 9.2% sales lift1, far surpassing industry benchmarks. And notably, 69%—more than two in three—of incremental sales came from new brand buyers, demonstrating significant brand growth and successful outreach beyond existing fans.
9%
sales lift1
69%
of incremental sales came from new brand buyers1
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