• by Laurie Sullivan  @lauriesullivan, February 27, 2025

Mars, the company behind M&Ms, Twix, and Pedigree, on Thursday made public its advertising strategy running across Pinterest. The project is supported by a new offering through CreativeX, an AI-driven creative data solution for global brands.

For the first time, brands can evaluate and optimize campaigns on Pinterest using AI-driven creative scoring measures to ensure that content aligns with best practices, platform recommendations, and the brand’s proprietary creative learnings.

The process helps brands identify what works and allows brands to make rapid improvements to their Pinterest ad campaigns. Mars is the first brand to use this new integration.

“We have built an integration to pull in Pinterest ads for clients and give them back data on image or video ads,” said Sapphire Yi-Dyer, customer ecosystem vice president at CreativeX. “For clients its about understanding creative quality. Rather than changing a TV or Meta ad, these ads can be unique to Pinterest.”

Yi-Dyer said brands can also feed creative data into their media-mix modeling to prove quality, performance, or other metrics. In the past that feed was often based on media data.

CreativeX connects to the company's Pinterest account and analyzes measurements across creative, including best practices and predetermined rules.

It pulls ads into the system programmatically through the advertising accounts, analyzes the creatives, and then gives the data back to the company or brand. 

Mars is using Pinterest image and video ads that appear like regular Pins placed where people are most likely to see them such as on home feeds, category feeds, and relevant search results. By appearing like Pins, the ads blend into the user experience.

About 1,000 ad executions were analyzed for Mars via the Pinterest and CreativeX integration during early testing that began in late November and early December 2024.

CreativeX has worked with Unilever, Mars, and Diageo to support their creative investments through data-driven insights since 2015.

With this integration, marketers can assess and enhance their Pinterest ad creative, so it meets platform-recommended strategies and their own distinct best practices. It is done by using CreativeX’s technology.