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Volvo taps into summer denim trend on Pinterest to promote its denim-upholstered EV


By Kendra Barnett, Associate Editor

July 27, 2023 | 4 min read

The automotive manufacturer will take over all denim-related searches on the social platform until the end of August.

Pinterest x Volvo creative

Volvo is taking over all denim-related searches on Pinterest ahead of the back-to-school season / Volvo

Today, carmaker Volvo has announced a new partnership with Pinterest, the popular image-sharing social platform, to tap into consumers’ current fashion obsession: denim.

New data reveals that searches for ‘denim on denim’ are up nearly 6,000% on Pinterest within the last month. Searches for ‘denim outfits’ have spiked 250%.

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And Volvo, it turns out, is already on the trend: earlier this month, it launched its new fully electric SUV, the EX30, which comes with a one-of-a-kind recycled denim upholstery interior.

Now, to get more wear out of its jeans as the back-to-school season approaches, the automaker is doing a full takeover of denim-related searches on Pinterest from July 27 until August 31.

The new campaign, developed in partnership with ad agency Grey, includes moody denim-hued creative spotlighting the new EX30. The ads use contextual targeting to place the ads within users’ feeds when they search for specific denim-related keywords on Pinterest. Mindshare led the media effort.

“Building on the launch of our all-new, fully electric Volvo EX30, we found a natural synergy with Pinterest as a partner so uniquely positioned at the center of culture,” Leigh Moynihan, head of marketing at Volvo Car USA tells The Drum. “Denim is having a moment and we thought, ‘What better way to join in on the fun with our smallest SUV ever than by meeting people where they are already searching for denim inspiration on the platform?’”

On Thursday, July 27, and Friday, July 28, the campaign will be spotlighted on the platform’s Premiere Spotlight placement, a new full takeover-type ad format that enables brands to showcase their work in prominent areas of the site. On mobile, the Premiere Spotlight video format takes up around 50% of a user’s screen on the Pinterest search page, making it easier for audiences to engage.

“As denim searches continue to boom,” said Kim Blommer, Pinterest’s automotive industry lead, “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.”

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