Boursin
Boursin win purchase power amongst Pinterest’s inspiration hungry shoppers
To supercharge their summer recipe ideas (which offered trans-seasonal taste appeal), Boursin turned to Pinterest for an awareness and consideration campaign. The results? Their delicious offerings reached over 3 million people and generated 71% more clicks above benchmark1. Plus, they gained extra brand love — with Pinterest shoppers positively indicating they are ‘likely’ to buy their products after seeing the campaign.
Known for their delicious soft cheese, Boursin is already delighting thousands with their epic line-up of mouthwatering Pinterest boards. Their marketing objective? They wanted to inspire foodies to use Boursin in a variety of recipes across the summer months.
Boursin's mantra is: "Boursin inspires, you create", which perfectly aligns with why people come to Pinterest — a place where people love to soak up inspiration and take action. Pinterest was the ideal space for Boursin's campaign: to reach idea-hungry consumers at scale, primed to put their culinary skills into action.
Working with their partner agency, Spark Foundry, Boursin produced an awareness and consideration campaign.
71%
more clicks above benchmark1
42%
lower CPC than anticipated1
People come to Pinterest to seek inspiration, plan their menus, get hosting tips, and change up their culinary skills. Boursin was in a strong position to serve people’s needs.
Using the Pinterest Trends tool, they were able to establish their media plan and hone in on specific search terms and keywords. They targeted Pinterest users who searched for food and drink, as well as people who loved entertaining and hosting events.
For the creative, they produced static ads, standard and max-width videos ads. They tapped into Pinterest best practices — focusing on the CTAs, text overlays and resizing specs where needed — to help grab the attention of idea-hungry shoppers on Pinterest feeds.
The ads also had a big lifestyle focus, showing users how to replicate the recipes at home. The video ads brought the recipes to life.
“
Our brand is all about inspiring people to create, which matches what people are doing on Pinterest every day. With this campaign, we provided inspiration and Pinterest helped us reach people who want to take that culinary inspo and create delicious moments.”
Holly Bennett
Senior Brand Manager, Boursin
The ingredients for success
Boursin saw a significant lift across both Pin awareness and action intent with their target audience. They reached over 3M shoppers, generated 71% more clicks above benchmark, and saw 42% lower CPC than anticipated1.
Plus, they gained some extra brand love — following a brand lift survey post-campaign amongst Pinterest users, shoppers revealed they would ‘likely’ purchase Boursin products.
By leaning into consumer intent and using lifestyle imagery, Boursin created an effective campaign packed with mouth-watering recipes that became memorable among shoppers — inspiring them to go out and try the recipes in real life.
“
Pinterest is a platform that delivers on our client’s goals. From providing visual inspiration to delivering engagement, Pinterest provided Boursin with great contextual reach in such an aesthetic way that our audience wanted to find out more.”
Pippa Sparks
Business Director, Spark Foundry
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Follow Pinterest’s creative best practices. Help take your ad performance from good to great — make your ads pop with eye-catching creative, strong text overlays and consistent calls to action (CTAs).
Lean into consumer intent. Use Pinterest Trends to discover the latest hot topics or themes within your industry or niche. From there, create your list of interests and keywords to help engage your target audience.
Tap into lifestyle elements. What helped supercharge this campaign was the human focus. Boursin helped users visualise how easy it was to use their product and replicate their recipes at home. Bring lifestyle elements and experiences into your ads — help users visualise your products and ways to incorporate them into their lives.