Volvo is capitalizing on the continuing trendiness of denim.
On Pinterest, “Denim on Denim” searches are up almost 6,000% in the last month, with searches for “Denim Outfits” up 250%, according to the social media network.
Earlier this month, Volvo launched what it is calling its most sustainable SUV yet, the EX30, which features recycled denim upholstery.
To capitalize on the interest in the material, tied in part to the back-to-school season, Volvo is partnering with Pinterest for a complete takeover of all denim-related searches on the platform.
Running now through Aug. 31, the campaign leverages custom creative combined with search targeting to contextually align the EX30 with other denim searches across Pinterest.
The EX30 will own the keyword “denim” when people conduct searches on Pinterest, giving Volvo the opportunity to connect with trend-driven buyers who are looking for denim inspiration.
On July 27 and 28, Volvo’s denim takeover will receive a big boost when their message is served to the masses on Pinterest’s new Premiere Spotlight placement.
The new format allows advertisers to showcase their brand in a premium, exclusive placement for an entire day on Pinterest. The video format takes up approximately 50% of a mobile device's screen on Pinterest’s search page, which is the first step for users to discover new ideas on Pinterest.
Pinterest aims to help brands reach the consumers they care about, and guide them from discovery to action, says Kim Blommer, automotive industry lead at Pinterest.
“As denim searches continue 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 at the forefront of the denim conversation,” Blommer tells Marketing Daily.