Pinterest Ads success story · Light ice cream brand

How Halo Top lifted sales 9.2% by building ads made for Pinterest.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

Halo Top had never made creative just for Pinterest, and its earlier campaigns there had not moved the needle. For the launch of a new line it followed Pinterest’s creative best practices to the letter, and two in three of the extra sales came from people who had never bought the brand.

Business: Halo Top
Market: United States
Goal: Launch a new line and win new buyers

Five small bowls of ice cream in different flavors lined up on a white table

The results.

Incremental sales measured in an independent sales lift study. Pinterest says the lift far surpassed industry benchmarks.

9.2%sales lift
69%of incremental sales came from new brand buyers

An independent sales lift study, United States, March to June 2025.

The challenge.

Halo Top makes a lower-calorie, higher-protein light ice cream. With the launch of its new Mix-Ins line, it wanted to reach wellness-minded shoppers browsing the freezer aisle who had never tried the brand.

Its message, an indulgence you can feel good about, takes a little more explaining than the average ice cream pitch. Pinterest’s slower, more intentional browsing suited that story. The catch: Halo Top had never built creative specifically for Pinterest, and its earlier campaigns there had not produced a statistically significant lift in aided awareness or action intent.

Pinterest collage of Pin images illustrating its creative best practices

What they did.

Image, video and carousel ads · Creative built for Pinterest · Pinterest creative services

Ran it by the book: For the launch, Halo Top committed fully to Pinterest’s creative best practices, with support from Pinterest’s creative services team.
Three formats: The campaign used image, video and carousel ad formats, each built around the Mix-Ins products.
Brand and news up front: Every ad carried strong branding and a clear “new” call-out, so even a quick scroll registered the brand and the launch.
Video that matched the audience: The video ads showed people taking time to pamper themselves, matching the wellness-minded buyers the brand was after.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Creative does the targeting: On a visual platform, the ad itself decides who stops. Speaking to wellness-minded snackers drew in exactly the buyers the brand wanted.
Clear in a second: Visible branding and a “new” label mean the message lands even if no one reads a word of copy.
Native beats recycled: Ads made for how people use Pinterest outperformed the brand’s earlier approach, which had not shown a measurable lift.
New buyers are real growth: Most of the extra sales came from people new to the brand. That is growth, not existing fans buying a little sooner.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our pinterest ads management.

Design for each platform: We build creative for how people use each channel, vertical and visual for Pinterest, instead of resizing one ad everywhere.
Brand in the first glance: Logo, product and the one thing that is new or different, visible before anyone reads. It is the simplest fix with the biggest effect.
Measure sales, not clicks: For products sold in stores, lift studies and sales data show what ads really did. Our analytics services set it up.
Back it up everywhere: We pair Pinterest with Facebook and Instagram ads so a launch reaches people wherever they browse, all inside our Pinterest ads management.