Bulgari
Bulgari captures the eye of Pinterest’s audience with a sparkling full-funnel strategy
Bulgari captures the attention of Pinterest's luxury audience during peak holiday season with a multi-objective campaign across five key markets.
Goal
The Christmas holidays are the most competitive time of the year for luxury brands, with advertising campaigns running across multiple channels and markets. Bulgari’s aim for the holiday season was to establish a presence on Pinterest with clear objectives: strengthening the brand’s image, solidifying its exclusivity and reaching a new audience that would already be more inclined to make luxury purchases at this time of year.
Bulgari’s decision proved to be a smart move. According to a survey, 3 out of 5 monthly luxury buyers say they use Pinterest to research brands and products1. Another survey reveals that luxury buyers on Pinterest spend 45% more on watches and jewelry than buyers on other platforms2. By boosting their presence on Pinterest, Bulgari well and truly captured the attention of this audience. They achieved this by taking a multi-objective approach, using a variety of formats (static ads, standard and max-width videos, Carousels, Collections and Quiz ads) coupled with platform best practices, coordinating across their five key markets to ensure the successful implementation of their campaign.
85%
higher engagement rate than the luxury benchmark in UK3
76%
higher VCR on the Spotlight format than the luxury benchmark in IT3
94%
higher CTR than the luxury benchmark in FR3
Strategy
The campaign lasted four weeks, running from the end of November (when Christmas shopping starts to garner more attention) until the end of the year. It boasted a perfect blend of formats and creativity, designed as part of a full-funnel approach to help the audience on their journey from inspiration to decision making. Static ads and videos maximized the coverage and impact of ad recall, boosting awareness. Meanwhile, Quiz ads had a greater impact on consideration, creating a high level of audience engagement. This was especially true in the UK, with an 85% higher engagement rate than the luxury sector benchmark3. The Collection format focused on conversions, capitalizing on those who were already showing more engagement.
Elements such as logos, text overlay and calls-to-action were other factors that helped the brand stand out from its competitors, helping to strengthen brand awareness and brand association as well as purchase intent.
“
We achieved excellent results thanks to effective coordination between the various countries. Thanks to testing out the full-funnel approach and the new Quiz ad format, we were able to help engage our audience and stand out in a period as jam-packed with advertising as the Christmas holidays.”
Connor Treacy
Marketing Europe, Bulgari
Results
The campaign ran in several countries, so performance varied from one market to another, but on the whole the results were extremely positive in terms of efficiency and engagement and outperformed benchmarks in the luxury segment. One particularly significant result: the video completion rate (VCR) of their Premiere Spotlight placement, which was 76% higher in the Italian market than the luxury benchmark3. Among the highlights were the following key metrics: a 94% increase in CTR in the French market, a 52% decrease in CPC in the Spanish market, and a 24% decrease in CPM in the German market, all three of which outperformed their luxury benchmarks3.
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Premiere Spotlight
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