7-Eleven
Pinterest helps bring the next generation to 7-Eleven stores
The 7-Eleven “Anything Flows” campaign got Slurpee® drinks on people’s minds—and people into stores
Slurpee® drinks are more than a frozen beverage: They’re an experience. From fun flavors to creative food pairings, there’s all kinds of ways to put your own twist on this iconic beverage.
In 2023, 7-Eleven wanted to rebrand Slurpee drinks for a new generation. They wanted Gen Z to see just how special this frozen beverage can be—and how to make it their own. To make that happen, they needed to get Gen Z engaged online… and then into physical stores. Pinterest’s Showcase ads were the perfect opportunity to play up the possibilities and get Gen Z excited to try new flavor combos for themselves.
20%
lift in visits from people who hadn't visited 7-Eleven in the past year1
+3.5
point lift in brand favorability with 18- to 24-year-olds2
Fun, fizzy creative
As the first convenience store brand to try Showcase ads on Pinterest, 7-Eleven had a lot of fun figuring out how the format could best serve their goals. Every Showcase ad includes multiple ads in the same unit, and each Pin can link out to an external site or store. For 7-Eleven, they were able to display how the Slurpee drink is a way for people to express themselves through unique flavor choices.
With the vivid imagery and a clear CTA, 7-Eleven encouraged people to go try a Slurpee drinks for themselves. The "Find a Store" CTA combined with 7-Eleven being top of mind through the awareness campaign helped to drive action.
The ads launched just in time to promote Slurpee Day on July 11, when the brand gives out free Slurpee drinks all over the country.
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“We’ve seen such impressive results from the new Showcase ad format on Pinterest. It combines the best of Pinterest into one place: Rich visuals, inspiring creative and an audience that’s ready to take action.”
Mandy Herren
Senior Manager of Paid Social, dentsu Media US
For convenience stores, increasing actual foot traffic is always the end goal. 7-Eleven used Foursquare Attribution to measure foot traffic after the ads ran—and found a 2% lift in total visits to 7-Eleven stores.1 That included a 60% lift among people who had visited a 7-Eleven a few times in the past year, and a 20% lift among people who hadn’t visited a 7-Eleven in the past year at all.1
Plus, the campaign drove incremental brand favorability, too. A Pinterest Brand Lift study revealed a 3.5-point lift in brand favorability among the target Gen Z audience of 18- to 24-year-olds.2 Showcase ads delivered a 13.8-point lift in Pin Awareness.2 7-Eleven credits the newer ad format with attracting additional attention to the campaign, helping it stand out in people’s feeds.
Tips for your next campaign
Try these Pinterest best practices to help get more out of your ads.
Use interactive ad formats to drive stronger engagement and brand lift. You can pick from options like Showcase ads, Quiz ads and more.
As Pinterest is so visual, bold colors and arresting imagery work extra well. Make sure your ads will stand out in people’s feeds.
Use Pinterest insights and trend tools to help define your creative direction and build stronger connections with your audience.