A media planner is reviewing a brand awareness campaign for a new product launch on Pinterest. The brief defines impressions and video completion rate (VCR) as the primary KPIs, with engagement rate as a secondary metric. The campaign results show: High engagement (saves, clicks, close-ups), Low VCR, Lower-than-expected Impressions, Based on the campaign’s KPI priorities, what should the media planner recommend?

The primary KPIs are impressions and video completion rate (VCR). The campaign delivered lower-than-expected impressions and low VCR, despite high engagement. Therefore, the most direct recommendation is to address the low VCR. Shorter video creatives are a common and effective strategy to improve completion rates, as they reduce the commitment required from viewers. Optimizing for clicks instead of impressions is incorrect because impressions are a primary KPI, and the campaign is for brand awareness, not traffic. Increasing the budget to expand reach is premature; while impressions are low, the low VCR suggests a creative issue that should be addressed first, as simply showing more ineffective ads won't solve the core problem. Adding a stronger CTA is also incorrect because the primary goal is awareness and VCR, not driving traffic through clicks, and engagement is already high.