Stone & Wood

Stone & Wood has tapped into a new marketing solution for the brewing industry, being the first Australian beer brand to launch a campaign through Pinterest’s advertising product, Spotlight.

Spotlight is a new marketing solution on Pinterest that features video ads in places like the search page, allowing advertisers to reach large-scale audiences with high-visibility campaigns.

For its first campaign of this nature, Stone & Wood created two simple videos that were launched through Spotlight to strategically engage buyers ahead of the Easter holiday season. 

With an increasing number of male users visiting Pinterest each month, the platform offers a direct line of communication with potential buyers considering that the beer consumer demographic skews male.

James Aris, Stone & Wood’s Marketing Manager, said: “The Pinterest Spotlight opportunity was an awesome chance for us to get ahead of the curve and put some customised creative up in lights ahead of the Easter long weekend.

“It’s important to us that beer drinkers have Stone & Wood top of mind during key trade periods, and so this meant we could get in front of the right audience, with the right message, at the right time.”

Sam Christou, CPG Industry Leader at Pinterest, added: “Stone & Wood identified a unique opportunity to capture share of voice and engage buyers ahead of the Easter holiday season by leveraging Pinterest’s high impact video solution, Spotlight.

“The goal was to connect with proactive event organisers, who were planning their Easter celebrations, through tailored creative content. Stone & Wood were the first beer brand in Australia to leverage the format.”

As part of Stone & Wood’s traditional & Beer campaign, the Spotlight activation targeted both on- and off-premise consumers, positioning the Pacific Ale as the beer of choice across pubs and bottle shops over the Easter holiday period.

Christou says the campaign was a great success, achieving 100 per cent share of voice (SOV) across contextual targeting placements and a competitive cost per impressions.

Gus Hicks, Senior Paid Media Manager at marketing agency Alpha Digital, which planned the campaign, added: “Being Australia’s first beer brand to activate across Pinterest Spotlight made total sense to us. As part of our national & Beer campaign for 2024 alongside UM and Monster Children – it’s imperative that we are front of mind for consumers across key cultural moments.

“Ensuring 100 per cent SOV in the lead up to Easter to an audience of active planners and organisers allowed us to build positive mental connections and be the beverage of choice across the holiday period.”

A vast majority of Pinterest users view the platform as a space to find inspiration for events and celebrations, with a celebration planned every three seconds on the app and more than 14.6 million celebration-related boards created in the last year alone.

According to Christou, this makes Pinterest a natural fit for brands looking to position themselves in front of consumers early in the purchasing journey as a source of inspiration for key moments.

He says: “Alcohol brands are increasingly turning to Pinterest to reach highly engaged consumers with creative and visually compelling campaigns. Over eight million Aussies, including one in three men, come to the platform every month with a planning mindset.

“They come to Pinterest to find inspiration and shop products for big and small moments, and this is an opportunity for brands to target and connect with their audience at the right time.

“Utilising the Spotlight placement in conjunction with always-on activity, brands within the liquor and hospitality sector can build and reinforce their point of difference with the highly engaged Pinterest audience,” Christou stated.

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