Pinterest: where the world goes to craft, create, and learn. Perfect for food brands, travel blogs, décor experts…not so much for an air freshener brand, right? Wrong. Febreze hit the Pinnable world with humor, heart, and smarts, making the brand essential to users’ everyday routines and shaking up what defines CPG success on the platform.
We started by researching the top trending boards and categories on Pinterest—all the stuff people like to look up and Pin. Next, we matched those popular topics with Febreze usage and benefits to find areas of intersection, which we then used to inspire our creative work. All to make sure that when people search, Febreze Pins show up, relating the brand to both habitual, everyday moments and big, life-stage events.
Live since August, these Pins have transformed the success metrics for CPG work on Pinterest.
*(Pinterest CPG benchmark: 1.78% engagement rate)
Turns out, an Air Freshener does have a place on Pinterest—a place transforming the definition of CPG brand success.