Objective:
Gen Z, the ultimate digital natives, can easily detect anything that feels insincere or overly salesy. When Nike set out to boost sales and attract more Gen Z fashion enthusiasts, they knew authenticity would be key. They needed a fresh approach to create engaging, inspiring ads on a platform where their audience actively seeks fashion ideas.
Enter Pinterest—a haven for inspiration and creativity. Unlike other platforms, Pinterest offers a positive, distraction-free space where users feel empowered to explore new ideas. This made it the perfect fit for Nike's goal to connect with Gen Z in a meaningful way.
Approach:
Nike took part in Pinterest’s experimental "collages for advertisers" program, a creative ad format inspired by how users build mood boards and outfit ideas on the platform. With this format, brands can remix their products into visually compelling collages, tag items to make them shoppable, and promote them seamlessly as ads.
To make their campaign stand out, Nike teamed up with The Online Studio and PMG. Together, they crafted collages that mirrored how Gen Z users curate their personal style on Pinterest. By tapping into Pinterest's trend insights, Nike fine-tuned their targeting strategy using relevant interests and keywords, ensuring their ads reached the right audience.
Results:
Nike’s creative approach struck a chord with Gen Z women interested in fashion, delivering impressive results. The campaign not only resonated with its target audience but also outperformed broader audience benchmarks.
16% lower CPMs from Gen Z (18-24-year-olds) compared to the overall audience.
40% of shopping engagement—measured by clicks into shoppable elements—came from Gen Z women aged 18-24.
By blending authentic visuals with smart targeting, Nike showed how brands can effectively engage Gen Z on Pinterest, turning inspiration into action.
Reference:
¹Pinterest Business, Nike Success Story, available at: https://business.pinterest.com/success-stories/nike/ [Accessed 14 January 2025].
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