Colgate has unveiled a first-of-its-kind Editorial Sponsorship campaign with Pinterest.

Ahead of the launch of Pinterest’s Wedding Week, a week dedicated to highlighting nuptial-related editorial content and ads, Colgate’s campaign leverages the social media platforms’ Premiere Spotlight ad format through a branded one-day takeover with premium placement on the platform.

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The partnership will also include a week-long inclusion of branded content in the platform’s editorial article around wedding beauty.

The move follows research by the Pinterest which revealed searches for ‘perfect smile’, ‘how to whiten teeth’ and ‘how to get white teeth’ have risen by 75%, 30% and 60% respectively over the last month, as people prepare for a summer of weddings.

Pinterest Head of Beauty, Tom Spratt, said: “Wedding season is just around the corner and people are coming to Pinterest in search of tips and products to help them create a dazzling smile in time for their big day. Leveraging our Editorial Sponsorship package means Colgate can reach their audience in a high impact way across the platform, making it easy for them to shop the very products they’re already looking for, to bring their wedding beauty plans to life.”

Colgate Consumer Experience Senior Director – Northern Europe, Rob Marcus, added: “Being confident in your smile is key to feeling your best on the big day, and whether you’re the bride, groom or guest, weddings are an occasion when your smile deserves to shine.

“That’s why partnering with Pinterest made sense to us – we know that people head to the platform to discover inspiration and shop for products to bring to life their dream wedding look and creating the perfect smile is absolutely part of that.”