INSIGHT
Volvo is one of the most dependable auto brands on the market, known world-wide for their commitment to safety and design. And while safety is a message that will always resonate with young families, it makes Volvo more a lifestage car than a lifestyle car.
But the new Volvo SUV models had more than safety features to offer. From sleek scandinavian design touches to environmental impact. 4WD capabilities to superior audio technology. The problem is not finding features to get potential new drivers excited. It’s how to highlight the ones that truly matter.
CREATIVE
Pinners come to our platform to tackle all types of projects and interests in their lives. While many Pinterest users are young families (reaching 80% of US moms), there was also an opportunity to highlight other features beyond safety that aligned to each user’s unique passions and interests.
The Volvo Style Finder used the Pinterest API to create an innovative and first-to-market experience that turned actual user passions into recommended features on the latest fleet of Volvo SUV models.
How it Works
Pinterest users granted access to the experience to pull from their past saved Pins on their account. We converted text meta-data from those saved Pins into pre-selected “style” profiles. A simple quiz mechanic helped organize the results further. The recommended model and features that would matter most were written directly to a board on the user’s profile. The hero Pin not only calling out the recommended model, but also driving users to a virtual test drive on the Volvo website.
RESULTS
This was the first ever large-scale creative execution for an automotive brand on Pinterest and one of the first uses of our meta-data within our API for this purpose. The experience blew past benchmarks, both for the vertical and Pinterest as a whole. Performance was so successful that the brand chose to extend the campaign media flight past the initial campaign timeline.
My role: Pinterest creative strategy lead
Creative: Grey NYC || Production: Unit 9