Make a splash in 2025 with Premiere Spotlight takeovers

As the digital landscape continues to evolve, brands face the challenge of standing out amidst shifting consumer behaviours and increasingly complex online placements. The saturation of digital spaces with fleeting fads often competes for quick attention, making it difficult for businesses to form genuine connections with their audience. In such a dynamic environment, how can your brand maintain authenticity while still capturing attention?

Pinterest provides a unique blend of discovery and intent, helping your brand to connect with consumers as they actively seek inspiration for life's big and small moments. With Premiere Spotlight's high-traffic placements, you can reserve premium real estate for an entire day. That means that your ad could take over approximately 50% of mobile screens—perfect for product launches and seasonal campaigns. Notably, using Premiere Spotlight to engage with Gen Z has led to a whopping 15x boost in action intent, showcasing how powerful these placements can be for connecting with younger audiences.²

Discover how Premiere Spotlight can help boost brand awareness and drive action intent, turning marketing moments into meaningful consumer connections.

From discovery to decision

The consumers you care about use Pinterest to gather inspiration, discover new ideas and shop with intent, often in the earliest stages of their decision journeys. They're leaned in and eager to act; they just haven’t made up their minds—yet. From home renovations and holidays to manicures and recipes, they're actively planning their next purchase. With over half a billion monthly active users, that's a lot of planning power for your brand to tap into as they’re making up their mind.³

And by running campaigns in both the home and search Premiere Spotlight placements on the same day, advertisers not only have the opportunity to reach more users but could also achieve a significant lift in both awareness and intent. In fact, brands who opted for a takeover bundle measured 2.2x higher awareness than Pinterest norms, and 3.6x higher action intent than brands running a placement in the search feed only.¹

When fashion retailer C&A noticed that searches for "denim skirt outfits” were on the rise on Pinterest, they used Premiere Spotlight to boost awareness of their denim collection. Their Pinterest-first creative spoke directly to users seeking outfit inspiration, achieving a 10% higher outbound click-through rate on home feed and 33% more impressions on search feed than benchmarks.⁴  

Understanding Pinterest planning patterns

On Pinterest, there are two key moments to reach your audience: when they search (early discovery and research) and when they save (planning and getting ready to act). Understanding both patterns across different industries can help you time your Premiere Spotlight campaigns perfectly.

Fashion

September is when fashion searches light up Pinterest. Everyone's hunting for autumn inspiration and back-to-school and work looks, followed by another surge in April as spring styles take centre stage. But here's where it gets interesting: the serious fashion planning happens from October through January. That's when people save their favourites, mapping out their winter wardrobes, party looks and fresh styles for the new year.⁵

Beauty

Beauty follows its own rhythm on Pinterest. October brings a creative surge of Halloween makeup searches and autumnal inspiration, while February sees people seeking romantic Valentine's Day looks. When it comes to saves, August and December are the golden moments—that's when people are getting ready for holiday trips and festive celebrations, saving products they plan to buy.⁶

Home

January is the sweet spot for home updates—both searches and saves peak as people dream up and commit to their renovation plans. This home improvement enthusiasm carries through February. Then October brings another key moment as people start envisioning (and saving ideas for) their cosy winter spaces.⁷

Financial services

January sees the highest searches, likely driven by resolutions and a fresh financial mindset, with another search surge in December for festive budgeting and spending.⁸ But here's the key insight: saves peak in March. That's when people are ready to act on all that January research, making it the perfect time to highlight your services.⁹

Food

Food inspiration follows the seasons on Pinterest. March leads in searches as people plan their spring menus and seasonal eating, while December and October see users hunting for recipes for festive gatherings. But when it comes to saves, August takes the crown—that's when people are banking quick and easy meal ideas for busy summer days.¹⁰

Get the most out of 2025

Stop chasing fleeting fads—own your moment. Pinterest's natural planning patterns show you exactly when your customers want to discover brands like yours. La Redoute capitalised on a surge in September searches with their back-to-school campaign, combining a Premiere Spotlight takeover with editorial sponsorships. The campaign drove engagement rates up by 37%, doubled article impressions, and achieved a 7.2 point uplift in ad recall—reaching parents exactly when they were moving from discovery to purchase decisions.¹¹

By aligning Premiere Spotlight with moments like these, and harnessing the power of a home and search takeover, you'll create meaningful connections and maximise your brand's visibility and engagement in 2025. Contact your Pinterest team to learn more about Premiere Spotlight reservations and inventory.