Colgate partners with Pinterest for first-of-its-kind Editorial Sponsorship

Category: Brands
Colgate partners with Pinterest for first-of-its-kind Editorial Sponsorship

To celebrate the launch of Pinterest’s Wedding Week – a week dedicated to highlighting nuptial-related editorial content and ads – the visual inspiration and shopping platform has teamed up with the home of oral-care, Colgate. With a first-of-its-kind Editorial Sponsorship campaign, Colgate aims to inspire Pinterest users looking to perfect their smiles ahead of the big day.

With content created in collaboration with SheerLuxe, Colgate’s campaign leverages Pinterest’s Premiere Spotlight ad format through a branded one-day takeover with premium placement on the platform. There will also be sponsorship on the Search page and a week-long inclusion of branded content in the platform’s editorial article around wedding beauty.

Championing a selection of Colgate teeth whitening products, the ads and editorial content helps Pinterest users shop products to get their smiles wedding season ready. With over 3 billion wedding related searches and more than 10 billion wedding ideas saved globally in one year on Pinterest, it is the destination for all wedding beauty needs.

And as people prepare for a summer of weddings, Pinterest searches for ‘perfect smile’, ‘how to whiten teeth’ and ‘how to get white teeth’ have risen by 75%, 30% and 60% respectively over the last month.

Pinterest UK data over the last month

  • How to get white teeth +60%
  • How to whiten teeth +30%
  • Perfect smile +75%
  • Wedding timeline +30%
  • Wedding to-do list +40%
  • Bridal makeup +55%
  • Natural glam bridal makeup +2.5X 
  • Bride makeup +15%
  • Wedding day makeup +70%

Wedding season is just around the corner and people are coming to Pinterest in search of tips and products to help them create a dazzling smile in time for their big day. Leveraging our Editorial Sponsorship package means Colgate can reach their audience in a high impact way across the platform, making it easy for them to shop the very products they’re already looking for, to bring their wedding beauty plans to life.

– Tom Spratt, Head of Beauty, Pinterest UK

Being confident in your smile is key to feeling your best on the big day, and whether you’re the bride, groom or guest, weddings are an occasion when your smile deserves to shine. That’s why partnering with Pinterest made sense to us – we know that people head to the platform to discover inspiration and shop for products to bring to life their dream wedding look and creating the perfect smile is absolutely part of that.

– Rob Marcus, Consumer Experience Senior Director – Northern Europe, Colgate

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