As cheesemaker Boursin made their plans for the 2019 festive season, they put their focus on finding younger shoppers. They had a hunch that Pinterest would be the right place to do it, and by the end of their festive campaign, it was clear that their intuition had paid off.
As 82% of Pinners visit the platform while actively considering – but still undecided on – which food and beverage products to purchase, the opportunities are enormous.1 Boursin needed to stand out dramatically to capture this audience. They created a mix of branded ads from their own account, and celebrity content to maximise awareness.
The branded campaign featured easy holiday appetisers with their cheeses front and centre, where close-ups of bite-sized snacks were paired with clear branding and calls to action. For the celebrity content, Boursin partnered with Antoni Porowski, food influencer and star of Netflix’s Queer Eye. Porowski contributed several original recipes and appeared in a mixture of ad types that showcased easy, elegant appetisers with a major 'wow' factor.
Overall, Boursin’s campaign delivered a 2% lift in aided brand awareness according to a Kantar Millward Brown brand lift insights study.2
The Boursin team also learned that Pins featuring Porowski performed better than Pins without him.3 What's more, celebrity content drove higher brand recall and preference on Pinterest than it did on other social platforms.
“Working with Pinterest helped us identify trending appetiser themes, like charcuterie boards. Our key learning from this campaign was that the celebrity content we ran performed better than expected in driving both brand recall and aided awareness on Pinterest than on other platforms.”
- Celebrities can give your campaign that extra boost, especially among a younger audience.
- Pinterest Insights and trend reports can give you an advantage. See what’s important to Pinners so that you can create timely, relevant content.
- Align your campaign with seasonal and trending Pinterest searches to reach people based on the planning behaviour that's unique the platform.
1GfK, US, Pinterest path to purchase study among weekly pinners who use Pinterest in the category, November 2018
2Boursin data, 2019
3Boursin data, 2019