Challenge
Strategic trend adoption
Within the media strategy, Mango partnered with Adsmurai to utilize the Trends Tool in Pinterest Ads, which revealed a rising trend in Spain known as "look invitada boda dia." This trend perfectly aligned with Mango's Capsule collection and matched what the target audience actively searched for on the platform.
The Trends Tool in Pinterest Ads is a feature that provides advertisers with insights into emerging trends and popular topics on the Pinterest platform. It helps advertisers identify what Pinterest users are searching for and engaging with, allowing them to align their advertising strategies with these trends. By leveraging the Trends Tool, advertisers can gain a better understanding of the interests and preferences of their target audience, helping them create more relevant and engaging ad campaigns. The tool can provide valuable data and inspiration for content creation, keyword targeting, and campaign optimization on Pinterest. It allows advertisers to stay up-to-date with the latest trends and effectively reach and engage with Pinterest users.
Pinterest Predicts and Trends provide advertisers and content creators with valuable guidance on user interests, content creation, and campaign optimisation. By leveraging these insights, businesses can enhance their visibility, engage their target audience effectively, and drive results on the platform.
Recognizing this alignment, Mango modified its assets to incorporate "looks de invitada" as the image claim, while utilising the "Trend Badge" format. This format provided Mango with exclusive ownership of the trend, enhancing the visual appeal of the image.
“We take great pride in our ability to seize the commercial moment and exploit the collection’s full potential by aligning Mango with user searches on the platform. Detecting growth opportunities such as capitalising on emerging trends and market shifts helped us to maximise campaign performance.”
— Mireia Sebastián Sánchez, Account Manager at Adsmurai
Adsmurai 
