Volvo Revs Up Its Marketing with Denim-Inspired Pinterest Takeover
Volvo, the renowned auto manufacturer, is driving its marketing efforts to new heights by partnering with Pinterest to showcase the unique denim interiors of its latest fully electric EX30 SUV. By capitalizing on the trending interest in denim-related searches on the platform, Volvo aims to appeal to a broader audience, including sustainability-minded Gen Z consumers, as the back-to-school season approaches.
Riding the Denim Trend: Through a strategic collaboration with Pinterest, Volvo is aligning its brand with the "denim" keyword, leveraging the platform's Premiere Spotlight ad placement feature. This initiative is timely, as Pinterest has seen a surge in denim-related searches, with "Denim on Denim" searches skyrocketing by 6,000% and "Denim Outfits" searches increasing by 250% over the past month.
Catering to Sustainability-Conscious Gen Z: Volvo's focus on denim-inspired interiors not only taps into the popularity of Y2K trends but also resonates with Gen Z consumers, known for their environmentally conscious values. By highlighting the recycled denim interiors of the EX30, Volvo aligns its brand with sustainability efforts, appealing to the fast-growing Gen Z demographic on Pinterest.
Premiere Spotlight: Elevating the Experience: Taking advantage of Pinterest's new Premiere Spotlight ad placement, Volvo secures an exclusive spot on the search page, making the EX30 prominently visible to users. The mobile version of Premiere Spotlight occupies 50% of the screen on search, ensuring a captivating and engaging experience for potential customers.
Pinterest's Growing Ad Strategy: Pinterest continues to enhance its ad strategy, particularly through vertical video, drawing inspiration from the success of platforms like TikTok. As the platform reports 463 million users in the first quarter, Volvo can leverage Pinterest's wide audience reach and search functionalities to effectively showcase the EX30 and engage with potential customers.
Driving Forward: With denim searches booming on Pinterest, Volvo is seizing the opportunity to elevate its brand and position the EX30 at the forefront of the denim conversation. By showcasing its innovative recycled denim interiors, Volvo reinforces its commitment to sustainability and meets the evolving demands of consumers seeking eco-friendly options. As Pinterest's Q2 results are anticipated, the success of Volvo's denim-inspired campaign could mark the beginning of a dynamic and fruitful partnership for the two innovative brands.