- Volvo is working with Pinterest to advertise the recycled denim interiors of its recent fully electric EX30 SUV by taking on denim-related searches on the platform, in keeping with information shared with Marketing Dive. The move comes as the fabric is currently trending on the inspiration-focused platform.
- Through Aug. 31, Volvo’s EX30 shall be tied to the “denim” keyword in Pinterest queries. The tie-up is inspired by the rise in denim-related prompts on Pinterest, with “Denim on Denim” searches surging 6,000% up to now month, while dives into “Denim Outfits” are up 250%.
- The auto marketer also utilized Pinterest’s recent Premiere Spotlight ad placement on July 27-28, allowing it to occupy an exclusive spot on the search page. On mobile devices, the video format of Premiere Spotlight occupies 50% of the screen on search.
Volvo is popping to Pinterest to catch the attention of consumers who’ve sought out denim inspiration ahead of the back-to-school season and as Y2K trends come back in vogue. The effort may also resonate with sustainability minded Gen Z consumers, the platform’s fastest-growing user demographic.
Through the collaboration, Volvo is connecting its brand to the “denim” keyword and benefiting from Pinterest’s Premiere Spotlight placement, a feature introduced earlier this 12 months to assist marketers elevate their product with an exclusive ad placement on the search page. Pinterest in the primary quarter achieved 463 million users, pointing to the massive audience Volvo might reach in benefiting from its search functionalities.
“As denim searches proceed to boom, we’re looking forward to joining forces with Volvo to capitalize on this trend sweeping our platform, and to leverage the influence of Premiere Spotlight to position the EX30 prominently on the forefront of the denim conversation,” said Kim Blommer, automotive industry lead at Pinterest, in a press statement.
Pinterest has pushed to construct out its ad strategy, recently doubling down on vertical video in a move that sees it taking a page from TikTok. Recent research by the platform found that 97% of its top searches are unbranded, indicating that there’s further room for monetization. Pinterest in the primary quarter reported a 5% year-over-year revenue gain to $603 million. The platform is anticipated to report its Q2 results on Tuesday.
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