The Verdict is an occasional series on Media in Canada examining successful campaigns and their results.

Earlier this year, Maybelline became the first brand in Canada to use Pinterest’s takeover product — Premiere Spotlight on Home Feed – and follows the success of other L’Oreal brands such as Garnier, L’Oreal Paris, Kerastase, Prada and CeraVe using advertising on the platform.

The five-week campaign from media agency Wavemaker targeted women 18 to 44. For three of those days, the brand essentially took over Pinterest through a combination of Premiere Spotlight on Home Feed paired with the Premiere Spotlight on Search, driving millions of impressions over the three-day timeframe.

The Maybelline Canada campaign garnered 60% more efficient CPMs across both placements and a video completion rate twice that of industry benchmarks.

Maybelline Canada chose Pinterest for its Instant Age Rewind (IAR) Concealer campaign to specifically engage women who visit the platform to find their next beauty look. Pinterest’s Premiere Spotlight ad solution enabled the brand to reach audiences with maximum visibility at scale.

Sabrina Pallotta, general manager at Maybelline Canada, says, “We loved the opportunity to innovate and be first to market with these two new high-impact takeover solutions. The results were outstanding, so we know we’ll continue to leverage Premiere Spotlight for big moments.”

Premiere Spotlight is Pinterest’s premium video solution designed to amplify brand awareness by positioning brands prominently with widescreen video in priority placements. It helps brands to dominate both the moment and the screen, making it ideal for product launches, promotions or seasonal events. The ad covers about 50% of a mobile screen to ensure visibility and the prominence of the brand’s key messages, with a 51% Media Ratings Council (MRC) video view rate.

Correction: This lede of this article was updated on Nov. 15 to include other L’Oreal brands that have used Pinterest ad products in their campaigns.