Nair
Nair’s Pinterest ads bring in a summer of sales
Nair drives purchase intent with data-driven ads
Summer means sun-kissed skin…and hair removal. So for hair removal brand Nair, it’s always an important time to run campaigns.
But in the summer of 2022, the team saw an interesting consumer shift happening. With a possible recession looming, people were turning to more DIY solutions. Plus, self-care trends were on the rise, showing that people were investing more in their skincare.
Nair wanted to position their hair-removal products as the cost-effective DIY option for summer body care. They decided to advertise on Pinterest, starting their campaign right when people start planning ahead for summer. To really boost sales, they optimized the campaign directly for online shopping. Ads pointed right to Nair product listings on MikMak, an ecommerce site that fulfills much of Nair’s online ordering.
3x
increase in purchase intent, compared to MikMak benchmarks1
14%
higher performance metrics compared to MikMak benchmarks1
Smooth solutions
Nair worked with Pinterest to gather trending summer skincare keywords, like “skincare essentials” and “at home hair removal.” Pinterest data also showed increases in searches for summer events, such as graduation and vacation prep.2 Starting campaign strategy with these insights helped Nair plan for a broad range of customers with different needs.
Once the team collected key insights, they designed ad creative based on those keywords. Ads showed summer scenes tailored to the keywords, with the goal of reaching people interested in various moments throughout the summer. Each ad also included a clear CTA linking to the MikMak product page—creating a seamless purchase journey.
Since body care is such a personal endeavor, Nair wanted to include a human element in their ads. They partnered with long-time brand ambassador Jake Jamie. In influencer-style video ads, he showed his daily skincare routine with Nair products.
“
Although Nair has been around for decades, we wanted to put the brand top of mind for people. And since people already come to Pinterest to search for skincare products, this campaign maximized our reach to customers even with a limited advertising budget.”
Tiffany Pegues
Digital Strategy Director, Nair
A summer of success
Nair’s data-driven strategy led to cost-effective results, surpassing MikMak’s platform benchmarks. Compared to other brands on MikMak, Nair saw 3x higher purchase intent.1
Video ads featuring Jake Jamie received the highest engagement, while static product ads drove the highest purchase intent.1 Nair believes the campaign’s success was due to the bump-free path—via a direct link to purchase. And of course, they were delighted to see such strong results with men, a previously untapped audience for Nair on Pinterest.
Nair hopes to try additional Pinterest strategies in the future, like Idea ads or new creator partnerships. Whether it’s summer or winter, the brand is confident that they have the body care products people on Pinterest are searching for.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
Tailoring your content for specific keywords helps improve contextual relevance. As people search for topics that matter to them, your ads show up next to relevant content.
Partner with a creator to reach new audiences. Creators can put a fresh twist on your ads and bring in audiences you haven’t reached before.
Link ads directly to purchase pages for faster checkouts. Ads with clear product images and CTA buttons streamline the customer journey