Beauty brand Dove collaborated with Pinterest this year for Galentine’s Day (February 13) with an awareness campaign to spotlight Dove Exfoliating Body Polish and encourage women to celebrate the day by gifting the important women in their life. Running from February 12 to 18 in French and English, the campaign marks the second time Dove has leveraged Pinterest’s newest ad format, Premier Spotlight. With this format, brands are able to reserve their placement for product launches and own the screen, taking up approximately 50% of a mobile device’s screen on Pinterest’s search page.

The social platform is a good one for Dove since, in Pinterest’s annual Pinterest Predicts report, Head to Glow was a top trending category for Gen Z and Boomers looking for luxury products and in-home spa experiences. According to Pinterest internal data, English language global search data, September 2021 to August 2023, searches for body skin care routine are up 1,025 % and searches for bodycare are up 845%. In addition, searches for Galentine’s Day are up 275% and Galentines party decor is up 250%.

Premier Spotlight is a high-impact awareness ad product designed to help advertisers reach audiences at scale. The format features video ads in places like the search page, which is the first step for users to discover new ideas on Pinterest. The ad also appears as one of the slides when users click explore or the magnifying glass on mobile. Brands can exclusively own premium placements on the platform for a desired time-period for maximum visibility.

Pinterest managed creative and media was planned by PHD