St-Germain serves up a full funnel campaign with a twist

St-Germain wanted to shake things up in the lead-up to summer by aligning their campaign with the seasonal cocktail-making trend. Hoping to increase awareness and consideration, they settled on a full funnel strategy that encouraged people to use the brand’s elderflower liquor as an ingredient in on-trend summer cocktails.

The perfect concoction of campaigns, served with a twist 

Pinterest encouraged St-Germain to employ a full funnel strategy and to align their creative to a key seasonal trend: summer cocktail making. With Pinterest’s help, the brand opted to design creative that matched each objective in an effort to create a seamless user journey. When crafting the creative for their awareness campaign, the brand created lifestyle-focused content, whereas the consideration campaign was more actionable and put a focus on a strong CTA. The sequential messaging of the creative helped drive success for both objectives.

To take it a step further, St-Germain leveraged Pinterest’s Pin Extension ad format to create a Cocktail Builder. This interactive experience provided inspiration for summer cocktail making and led to an increase in purchase intent.¹

By running a multi-objective campaign, using a variety of ad formats, and aligning creative to each bid type, St-Germain was able to achieve a 11% lift in Pin awareness and a 57% lift in purchase intent.¹ CPMs were 12% below Pinterest’s benchmark for alcohol and beverages, while CPCs were 30% below.²

Tips for your next campaign 

Try these Pinterest best practices to get more out of your ads.

1. Consider running a multi-objective campaign featuring creative that aligns with each bid type for full funnel results.

2. Use multiple ad formats to create an immersive experience and drive interest and engagement.

3. Sync up with seasonal trends in order to reach a receptive audience.