A health and fitness brand is launching a new line of protein drinks and wants to reach potential customers. It only has video assets and wants to ensure the lowest possible spend. Which campaign objective and ad format combination should the media planner recommend?

To achieve the goal of launching a new product with the lowest possible spend while only having video assets, the Awareness objective paired with Standard video ads is the most cost-effective strategy. Awareness Objective (Lowest CPM): Awareness campaigns are optimized for impressions and reach. On Pinterest, the cost to reach 1,000 people (CPM) is typically much lower than the cost for specific actions like "Video Completions" or "Conversions." Because the brand wants to reach "potential customers" (broad discovery) with minimal budget, optimizing for broad visibility is the most efficient starting point.