Danette incite customer enthusiasm for Danette Végétal, achieving excellent audience results with a segmented targeting strategy and creative videos on Pinterest.
For their product launch, Danette wanted to build awareness around a new plant-based recipe. The challenge: presenting a delicious new product without compromising on taste. When Danette decided to join forces with Pinterest and the iProspect agency, their objectives were to generate awareness and increase brand esteem.
This collaboration led to a media campaign dedicated to customers on the lookout for great taste - flexitarians. Thanks to Pinterest's various formats (max width and standard video as well as static Pins), Danette achieved excellent results in awareness and reach.
Key results
incremental sales of Danette Végétal1
ROAS on Danette products1
awareness of Danette Végétal among Pinterest users who saw the ads3
unique reach over 7 weeks2
A winning strategy using video Pins
Danette’s collaboration with Pinterest was decisive for the brand, which had the opportunity to use the range of formats available on the platform to roll out a precise targeting strategy.
Pinterest’s max width format was used from the outset of the campaign launch to give the brand a comfortable position on the platform. As for the standard video format, it enabled Danette to reach their flexitarian tribe and generate an excellent view rate for discovering the product.
“
Our strategy paid off thanks to the Pinterest France, iProspect and Danette teams working closely together which enabled the relevant assets to be created and publicised to a precise target audience. The impact on sales was measured and confirmed by a comprehensive study.”
Pauline Lucas, Danette Product Manager, & Anne Bomo, Digital & Media Lead, Danone
Success confirmed by LiveRamp
By combining the various video Pins, Danette obtained highly satisfactory results and met its campaign objectives.
It benefitted from €1.30 ROAS1 on Danette products, with awareness up 48%3 and 3.6 million unique reach in 7 weeks.2
Results were confirmed and measured by a Sales Lift study with LiveRamp which showed a 17% increment in sales of the Danette Végétal product and 8.7% for all of the Danette brand.1
Tips for advertisers
1.
Pooling talent is a strength. By working with creatives, digital experts or media targeting for your campaign, you multiply your chances of success.
2.
Favouring on-the-go management enables KPIs to be followed as the campaign advances and to make smart tweaks that have a positive impact on the campaign.