The global beauty brand has launched a paid partnership with Sydney interior stylist, Steve Cordony, ahead of World Sleep Day on March 18th.
The campaign is exclusive to Pinterest and features Estée Lauder’s reformulated Advanced Night Repair X5 Serum in a two-part Idea Pin series, which is developed by Cordony in an attempt to inspire Pinners on how to style two spaces synonymous with night-time routines – the bedside table and the bathroom vanity.
The Idea ad with paid partnership campaign is a first for Estee Lauder, with the leading cosmetics brand keen to tap into fast-growing demand of Australian Pinners for beauty and self care inspiration while positioning its reformulated serum as a must-have for bedtime skin routines.
Pinterest provided a strategic platform for Estée Lauder to reach a new already-engaged beauty audience, who are coming to the social media platform for inspiration for new beauty and self care regimes – and are ready to shop the products to achieve them.
Pinterest recently launched Idea Ads with Paid Partnership, a new format now available in beta that enables businesses to promote a creator-produced Idea Pin. Thanks to the paid partnership tool, businesses are able to collaborate with a creator and produce immersive, interactive branded content, including images and video, in order to tell a story and inspire their audience to action. It also provides businesses with the ability to scale collaborative content beyond the creator’s audiences by promoting it to their target audiences and measuring performance on Pinterest’s ad platform.
One of the Idea Ads on Pinterest for Estee Lauder by Steve Cordony
Sam Christou, Partnership Lead at Pinterest, pointed out the strategic importance of this collaboration: “Estée Lauder is creatively tapping into a way to broaden its audience and reach consumers when they are coming to Pinterest looking for ideas to try next. People use Pinterest to plan and make decisions for nearly every aspect of their lives, including looking for inspiration on self-care and even sleep regimens. Their collaboration with Steve Cordony for World Sleep Day is a great example of engaging with Pinners in a meaningful way to help spark ideas and influencing their next purchase decision.”
Mariko Rex, Estée Lauder Brand General Manager for ANZ, said: “Estée Lauder is committed to infusing creativity and innovation in all aspects of the business and it was important for us to have that ethos reflected in our partnership with Pinterest as part of our World Sleep Week campaign. We wanted to create a campaign that was inspiring, compelling and tapped into an audience searching for self-care and beauty content, to be able to reach them in the moment they are looking for inspiration. Pinterest’s Idea Ad with Paid Partnership allowed us to create compelling content with Steve Cordony that meets beauty buyers in a moment of inspiration and showcases our products in an appealing way. We’re excited to launch our very first Idea Ad with Paid Partnership campaign on Pinterest – it really demonstrates how brands and creators can work together to inspire.”
Interior stylist Steve Cordony added: “Pinterest is a different kind of platform and I find that people on the platform are looking to do what you do, not just like what you do. My Idea Pins with Estée Lauder is a chance to showcase one of their must-have beauty items in a way that helps Pinners visualise it as part of their own night-time routine – and on their bedside table. It’s these types of opportunities, to partner with incredible brands such as Estée Lauder that set Pinterest apart for creators, the opportunities to inspire and create are endless for both Pinners and brands.”
More than three million Aussie Pinners come to Pinterest each month looking for beauty inspiration, for everything from the latest products, to try-on tips and tutorials for everyday looks and special occasions. According to a Nielsen study, one in two Pinners interested in beauty ideas used Pinterest to gather inspiration for the last time they bought beauty products.
Pinterest has also quickly become the destination for those riding the post-pandemic wave of well-being and self-care, with more and more people turning to the platform to search everything from bedtime exercise routines to home goods for good sleep. Searches for a self care routine have recently increased by 63% and “sleep well” searches have increased by 48% on Pinterest in Australia over the past year, based on the platform’s own research results.
