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Inspiring action with compelling videos Old El Paso acted as an alpha tester for Pinterest Promoted Video, a unique new ad format that enables businesses to tell their brand story through a compelling video designed to inspire action among an intent-driven audience. Their goal was to increase brand metrics such as Pin awareness, brand favorability and recipe intent, as well as lift the specific brand attributes of interesting, creative, energetic, authentic, reliable and surprising.

8%

point increase in brand favorability

8%

point increase in intent to try promoted recipes

10%

point increase in perceptions of Old El Paso as a creative brand

Goal

Inspiring action with compelling videos Old El Paso acted as an alpha tester for Pinterest Promoted Video, a unique new ad format that enables businesses to tell their brand story through a compelling video designed to inspire action among an intent-driven audience. Their goal was to increase brand metrics such as Pin awareness, brand favorability and recipe intent, as well as lift the specific brand attributes of interesting, creative, energetic, authentic, reliable and surprising.

Solution

Measuring the success of a new ad format One of the unique elements of the Promoted Video ad format is that it starts by capturing a user’s attention with an interactive preview highlighting the best parts of a brand’s video. The preview animates as someone scrolls both backwards and forwards. As a result, the user is in complete control and the motion is 100% adaptive. Once a user sees the video preview in their feed, they can then click to watch the entire video with sound in the new Pinterest native player. Old El Paso worked closely with the Pin Factory, Pinterest’s in-house creative studio, to choose the best frames to capture attention in the preview and drive clicks to the full video. To ensure that they showed the video to the most qualified audience, Old El Paso targeted the “foodie” persona—people who are actively saving and searching for food-related content on Pinterest.

Team bekind the campagin

Key to success

Promoted Video drives brand performance Based on the measurement analysis, Old El Paso’s video campaign was a huge success. Promoted Video heightened ad memorability. They were 4x more memorable than a non-video ad, indicating that these videos are highly successful at capturing and retaining viewers' interest. Promoted Video increased brand favorability. Due to the longer, more interactive format, people who viewed the Promoted Videos felt more favorably toward Old El Paso (+8 points) and were more likely to associate the brand with being creative (+10 points). Promoted Video drove intent. Since video tends to be a much more compelling way of storytelling, Promoted Video viewers were also more likely to respond that they were interested in trying out the recipe featured (+8 points).

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