OLLY
Premiere Spotlight plus smart retargeting turned vitamin fans into body care buyers.
Goal
Breaking into a new category isn't easy, especially when you're already known for something else. Shoppers knew OLLY for vitamins and supplements, not body care. The challenge is reaching shoppers who are willing to give the new products a try.
OLLY, with their paid media agency Tinuiti, turned to Pinterest to make it happen. Pinterest's unique trend data and consumer insights made it the perfect place to introduce the body care line to the right audiences at the right time. The goal was clear: drive awareness, build consideration and ultimately convert curious Pinterest users into loyal customers, all while establishing OLLY as a legitimate player in the body care space.
Strategy
OLLY met shoppers at every stage of their shopping journey. The brand launched with always-on awareness and consideration media to build familiarity with their new body care line. As the campaign progressed, OLLY strategically deployed a Premiere Spotlight placement on the Home Feed, leveraging Tinuiti’s media buying expertise to maximize impact during a tentpole moment, back-to-school season.
This high-impact format delivered massive reach, introducing the body care line to millions of people on Pinterest. The brand then retargeted those Spotlight viewers with Consideration ads designed to encourage deeper product exploration and drive purchase intent.
The creative strategy was just as deliberate. OLLY used product-focused content for the awareness phase, clearly educating Pinterest users on what made the body care line different. Then, for consideration, the brand shifted to lifestyle and creator content that felt more authentic, actionable and relatable. This differentiated approach helped move consumers smoothly through the funnel, making the transition from "What is this?" to "I need this!" feel natural and effortless.
"
This exciting endeavor reflects OLLY's ethos of supporting whole-person wellness from the inside out, and takes OLLY's best-selling vitamins and expands their benefits to personal care. Pinterest gave us the reach and targeting to show shoppers we belong in their body care routines, and results show it was effective."
Sarah Mclaren, Head of Body Cleansing Marketing Performance & Operation
Results
The campaign delivered exactly what OLLY was looking for: proof that the body care line could break through. The brand saw a 2.9-point lift in Aided Brand Awareness and a 2.8-point lift in Campaign Awareness among people on Pinterest — both exceeding CPG benchmarks. The Premiere Spotlight was especially powerful, driving a 6-point lift in Aided Brand Awareness and reaching 7.2 million unique users.
The Spotlight expanded OLLY's reach significantly, with 79% of viewers being new audiences the brand hadn't reached through standard campaigns, genuinely growing their footprint on Pinterest.
Online sales at a key big box retailer increased 13% on the day of the Pinterest Home Feed Spotlight compared to the week prior.
+2.9pt
Lift in Aided Brand Awareness among Pinners, exceeding CPG benchmarks
79%
Of Premiere Spotlight viewers were incremental to those reached via standard auction campaigns
+6.1pt
Lift in Campaign Awareness driven by creator content
Explore Related Resources
Premiere Spotlight
This was the hero product of the campaign, driving 6-point lift in Aided Brand Awareness and reaching 7.2M incremental Pinners. Readers will want to learn more about how to use this high-impact placement for their own launches and awareness campaigns
Multi-objective campaign strategy
OLLY's success came from using different objectives and creative formats at different stages of the funnel (awareness via Spotlight, then retargeting with Consideration ads). Readers will benefit from guidance on how to structure a full-funnel approach on Pinterest and match creative to each stage.