HP
HP uses Premiere Spotlight to capture tech enthusiasts.
Goal
The rapid rise of AI in personal computing has intensified competition around tech launches. For HP, introducing their new AI-enabled PC meant standing out in a crowded market, where many brands highlight similar innovations. Success required a focused approach to reach and engage potential customers.
HP turned to Pinterest's Premiere Spotlight takeovers to help drive awareness and discovery, tapping into the platform’s growing popularity among tech consumers. With 6 in 10 customers browsing online for new tech products,2 Pinterest offered HP the perfect opportunity to reach high-intent buyers actively seeking the latest innovations. The timing was critical—HP needed to stand out during a pivotal launch moment and connect with tech-savvy consumers who matter most for driving early adoption.
Strategy
HP's strategy focused on timing and premium placement using Pinterest’s Premiere Spotlight takeovers. The brand ran multiple one-day takeovers within a week, deliberately aligning with the buzz of SXSW to maximize visibility when tech conversations were at their peak. In both home and search feeds on the same day, brands running Premiere Spotlight placement see 3.7x higher media aided brand awareness than that of Pinterest norms,3 making it a natural fit for HP’s objectives.
The creative strategy was equally targeted, with HP developing immersive video content that showcased their AI translation capabilities while specifically targeting users with tech and AI affinities. By combining high-impact placements with messaging that highlighted cutting-edge product features, HP ensured they reached users showing genuine intent to discover new technology—capturing them at the exact moment they were most receptive to innovation.
“
Premiere Spotlight enabled us to reach tech enthusiasts at pivotal moments. By matching our AI PC launch with high-impact placements and relevant audience targeting on Pinterest, we reached users who matter — just as they were searching for their next device.”
Alley Waldrop, Paid Social Manager, HP
"
Pinterest gave us a unique advantage during our AI PC launch, the ability to meet high-intent tech shoppers exactly where they were already exploring. The scale and precision of Premiere Spotlight helped us make a real impression at a moment that mattered."
Bethany Schuelke, Paid Social Manager, HP
Results
HP's strategic approach delivered impressive awareness gains that validated Pinterest's effectiveness for tech product launches. The campaign achieved a 7.5 point lift in aided brand awareness through Premiere Spotlight Search placements4 —a significant jump that demonstrates the format's ability to break through in competitive tech markets. Equally compelling: HP's auction video media drove a 64% video completion rate, outperforming standard brand media benchmarks by 211%5. These results prove that when premium placements meet targeted creative execution, brands can effectively capture tech enthusiasts' attention and drive meaningful awareness at critical launch moments.
+7.5pt
Aided brand awareness lift from Premiere Spotlight Search placements
64%
Video completion rate for auction media, outperforming brand media benchmarks by 211%
50%
Mobile screen share captured through Premiere Spotlight takeovers on Home and Search feeds
Explore Related Resources
Premiere Spotlight Takeovers
Learn how to maximize product launch awareness with Pinterest's premium placement option that can dominate up to 50% of mobile screens on Home and Search feeds in a single day.
Maximize awareness with multiple formats
Strive for creative excellence on Pinterest by innovating with multiple ad formats. Work with our creative team to explore the many ways your brand can show up on the platform to capture your audience's attention and maximize awareness.