Schwarzkopf’s Collections campaign an Aussie first

It's Live Colour range an advertising groundbreaker on Pinterest.

Pinterest is renowned as a key product discovery platform.

But, like major social media players Facebook and Instagram, it is focusing on expanded advertising and e-commerce opportunites.

Billions of beauty pins are saved to Pinterest each year.

According to the image search platform, Pinners are 2.5 times more likely to experiment with different makeup compared to social media.

The Pinterest 100 is an annual report across lifestyle, beauty and health categories.

Derived from the search habits of 320 million people who use the platform globally, it predicts the dominant yearly trends.

Hair colour rated highly in the 2020 rankings.

Schwarzkopf, the leading haircare brand from Henkel, has become the first Australian advertiser to launch a Collections campaign on Pinterest for its LIVE Colour range.

A Collections ad is a format that appears as a combination of one large hero image, followed by smaller secondary images.

The main image is called the hero creative and the smaller ones are known as secondary creatives.

Collections ads appear in Pinterest’s mobile feed.

When users tap into the ads, they are taken to a full screen experience where they can see the hero creative and up to 24 secondary creatives.

The Schwarzkopf LIVE Colour range is tailor-made for visual imagery.

The semi-permanent, youth-oriented colours last for 6 to 8 washes and come in a rainbow of hues from soft pastels such as Lilac Blush and Candy Pink to neon brights such as Magenta Purple and Electric Blue.

Millennials and Gen Xers are both major demographics on Pinterest worldwide, accounting for 36 per cent and 34 per cent market shares, respectively.

Leave a comment:

Your email address will not be published. All fields are required

Advertisement
Advertisement