Volvo is leveraging the popularity of the “denim” keyword on Pinterest to promote the new EX30’s denim-themed interior. Recognizing the growing trend of denim searches on the platform, especially with the resurgence of Y2K styles and the back-to-school season approaching, Volvo has collaborated with Pinterest to take over the “denim” keyword.
This innovative marketing strategy includes the use of Pinterest’s Premiere Spotlight placement, which allows Volvo to present the EX30 with an exclusive ad placement right on the search page. The move is likely to resonate with Gen Z consumers, who are the fastest-growing demographic on Pinterest and often have sustainability concerns that align with the utilization of denim.
Kim Blommer, Industry Lead, Auto & Restaurants at Pinterest, expressed enthusiasm for the collaboration, emphasizing the opportunity to capitalize on the sweeping denim trend on the platform. The partnership with Volvo illustrates Pinterest’s ongoing efforts to expand its advertising strategy, including a recent focus on vertical video, inspired by platforms like TikTok.
With 463 million users as of the first quarter, Pinterest offers a significant audience for Volvo to reach. The platform’s emphasis on unbranded searches (97% of top searches) presents potential for monetization and unique marketing opportunities. Pinterest’s Q1 revenue growth of 5% to $603 million further highlights the platform’s advertising potential, making it an attractive venue for brands like Volvo to engage with consumers in creative and trend-focused ways.