Who doesn’t want their home to feel luxurious? Luxury often comes with a big price tag—but that’s where WoodWick comes in. They offer upscale candles and scented diffusers that can add a sophisticated touch to any room, without breaking the bank.

Last year, WoodWick was looking for new ways to reach people looking for gift and decor ideas. They wanted to raise awareness of WoodWick’s many affordable luxe items—so a platform where people discover new brands felt like the right match.

One of the Pinterest Predicts trends for 2022 fit perfectly with the WoodWick brand: Limitless Luxe. This trend prediction, based on Pinterest platform insights, showed emerging interest in small, luxurious decor that helps elevate people’s homes. The trend perfectly aligned to WoodWick's brand position, and the team made the strategic choice to invest in the Pinterest Predicts trend package, effectively owning the topic on Pinterest.

Trend-forward luxe

For their campaign, WoodWick ran ads targeted to the more than 44 million women on Pinterest ages 25-44 with an interest in home decor or gifts.³ This audience is looking for brands that are an extension of their style and want their homes to feel luxurious. The plan was simple: Make it clear why WoodWick products should be go-tos for adding luxe to every corner of a home.

WoodWick’s products are unique because they combine multi-sensory aspects, stimulating smell, sight and sound with their distinct crackling wicks. With help from their agency, Empower Media Marketing, the brand created a mix of static and video ads that showed off what makes their products so special. Their ad creative showed different ways to incorporate fragrances into colder seasons and holidays, featuring scents like Pumpkin Praline and Cinnamon Chai. The team even found a way to bring WoodWick's distinct crackling wick to life, using video ads that played a distinct crackling wick sound.

Investing in the Pinterest Trend Badge program—an insights-driven advertising solution—helped WoodWick maximize their campaign reach and speak to a timely trend. They bought a special package from their sales team that provided the right to use the Pinterest Trend Badge directly on ad creative.

The exclusive Trend Badge program lets one brand own a specific Pinterest Predicts trend with the official Pinterest stamp of approval. This helped draw in more potential customers and amplified the products’ appeal. And ultimately, the campaign matched the elevation and intensity of the Limitless Luxe trend, while also making the brand and product easily recognizable and understood.

Limitless results 

The ad campaign was a success, as it surpassed the brand’s expectations and drove significant ad recall. Ads featuring the Limitless Luxe Trend Badge performed best, driving 2.5x more saves than Pins that didn’t include the badge.¹ Out of those ads, the Radiance Diffuser ad alone drove a significant 6.2 point increase in Pin awareness, also resulting a significant gain in purchase intent.¹

Pleased with the results, the WoodWick team is enthusiastic about trying more trend-based marketing — so they're keeping an eye on this year's predictions in the 2023 Pinterest Predicts report. With the success of this campaign behind them, the WoodWick team is interested in investigating new growth opportunities on Pinterest.

Tips for your next campaign

Try these Pinterest best practices to get more out of your ads:

1. Explore the Pinterest Trend Badge program.⁴ Since people come to Pinterest to plan and make things real in their lives, trends take off longer here and can give your brand a leg up in purchase consideration. You can own a Trend Badge for a seasonal, life, or annual moment on Pinterest.

2. Create assets that appeal to more than one of the senses. WoodWick’s crackling wick ad was a major win because of its distinctive sound. Follow our creative best practices to make your assets as visceral as possible.

3. Don't be afraid of ad frequency! Unlike other platforms, Pinterest is where people come to get ideas, so brands can expose them with ads multiple times without risking audience fatigue.⁵ We recommend at least four exposures per month to drive significant increases in brand metrics and recall.