Dive Brief:

• Volvo is working with Pinterest to promote the recycled denim interiors of its new fully electric EX30 SUV by taking over denim-related searches on the platform, according to information shared with Marketing Dive. The move comes as the material is currently trending on the inspiration-focused platform.
• Through Aug. 31, Volvo’s EX30 will be tied to the “denim” keyword in Pinterest queries. The tie-up is inspired by the increase in denim-related prompts on Pinterest, with “Denim on Denim” searches surging 6,000% in the past month, while dives into “Denim Outfits” are up 250%. 
• The auto marketer also utilized Pinterest’s new Premiere Spotlight ad placement on July 27-28, allowing it to occupy an exclusive spot on the search page. On mobile devices, the video format of Premiere Spotlight occupies 50% of the screen on search.

Dive Insight:

Volvo is turning to Pinterest to catch the eye of consumers who have sought out denim inspiration ahead of the back-to-school season and as Y2K trends come back in vogue. The effort might also resonate with sustainability minded Gen Z consumers, the platform’s fastest-growing user demographic. 

Through the collaboration, Volvo is connecting its brand to the “denim” keyword and taking advantage of Pinterest’s Premiere Spotlight placement, a feature introduced earlier this year to help marketers elevate their product with an exclusive ad placement on the search page. Pinterest in the first quarter achieved 463 million users, pointing to the large audience Volvo might reach in taking advantage of its search functionalities.

“As denim searches continue to boom, we’re looking forward to joining forces with Volvo to capitalize on this trend sweeping our platform, and to leverage the influence of Premiere Spotlight to position the EX30 prominently at the forefront of the denim conversation,” said Kim Blommer, automotive industry lead at Pinterest, in a press statement.

Pinterest has pushed to build out its ad strategy, recently doubling down on vertical video in a move that sees it taking a page from TikTok. Recent research by the platform found that 97% of its top searches are unbranded, indicating that there’s further room for monetization. Pinterest in the first quarter reported a 5% year-over-year revenue gain to $603 million. The platform is expected to report its Q2 results on Tuesday.