Working with Pinterest partner Vidsy, L’Oréal Paris UK Botanicals Fresh Care set out to bring their ‘Do you speak botanicals?’ campaign to life. Each video Pin showed Pinners how to bring botanicals into the bathtub by showcasing a different lavender, coriander or geranium-infused product.
Vidsy harnessed their technology and global creator network to transform Botanicals Fresh Care’s existing assets into unique video ads. Instead of making a one-size-fits-all ad, Vidsy created multiple mobile-optimised video ads tailored to Botanicals Fresh Care’s objectives and following Pinterest’s creative best practices.
Pinterest and Vidsy made it a breeze to elevate our existing images and transform them into something truly special. It was a perfect fit for what people want to see and interact with on the platform.
Botanicals Fresh Care wasn’t only strategic about the creative, they also made sure that they were smart about targeting. Knowing that over 52 million monthly Pinners are engaging with beauty content3, the brand targeted women in the UK using keywords around the themes of haircare, beauty and health.
‘After running the ads for just over two weeks, the campaign increased their view rate by 4x,’4 said Kenory. ‘We were thrilled with how video ads performed on Pinterest. Through this campaign, we’ve realised that Pinterest is such a unique place to be. Unlike other platforms, people are actively looking for things to try and buy.’
1–2GfK, US, Pinterest Path to Purchase Study among Weekly Pinners who use Pinterest in the Category, Nov 2018
3Pinterest Ads Manager, US, Aug 2018
4L’Oréal data, 2018