What Chloé woman are you?

That's the question the French luxury Maison asked their Pinterest audience to help people discover the Chloé fragrances for themselves or for their loved ones: Chloé Eau de Parfum, Nomade Eau de Parfum or Lumineuse Eau de Parfum. Chloé came to Pinterest to reach a young audience, interested in luxury and ready to take action.

For this campaign, Chloé wanted to promote several of the brand's fragrances and position itself as a must-have gift for the holidays.

Pinterest was the ideal platform to reach consumers with unique intent: Pinners spend 7% more during the holiday season than users of other platforms.² In fact, people who use Pinterest spend more during the holiday season than people on other platforms.³ They also shop for more recipients, spend more on gifts and shop across more categories.³ By communicating ahead of the holiday season, Chloé was able to capitalize on Pinterest users' state of mind to reach an intentional audience, when they were searching for the best gift ideas.

To inspire these buyers, Chloé imagined a campaign aligned with Pinterest best practices. The brand has been working with the Pinterest team for several years, and has taken full advantage of their creative best practices to deliver impactful ads on the platform. Chloé's visual identity was immediately recognizable, and the product starred in a festive universe to match users' state of mind.

The brand also embraced innovation, as one of the first advertisers to test a number of new Pinterest features. To grow their audience, Chloé went wide on awareness with a Premiere Spotlight placement, securing 100% share of voice.¹ The Premiere Spotlight videos achieved an excellent View Through Rate of 50.37%.¹ And then to take their audience down the path to purchase, they used a mix of ad types all focused on engagement. The innovative Quiz ad format helps brands drive consideration through personalized recommendations. Chloé also used Showcase ads to show all the perfumes in their collection in one ad —helping people decide their signature scent. In fact, Quiz and Showcase ad formats were the most effective in impacting both awareness (+7%) and purchase intent (+3%) for this campaign.¹

Thanks to the very strong affinity with the Pinterest audience, creative excellence paired with innovative formats and robust media orchestration, Chloé generated a strong increase on all its key brand KPIs, in particular +2.2 points on Awareness and Purchase Intent¹.

The excellent results of this campaign have convinced Chloé of the relevance of Pinterest as a key channel for positively impacting all stages of the funnel, particularly during key marketing moments. 

Tips for your next campaign

Here are 3 lessons to learn from this success story, so that your next campaign will be a success too:

1. Pinners are planners: they don't wait until the last minute to find inspiration and make a purchase. Catch them ahead of time, when they're in the midst of preparing for big moments like the holiday season. 

2. Fit Pinners’ state of mind with Interactive Ad formats adapted to each stage of the purchasing funnel.

3. Follow Pinterest's best practices for your creatives: lifestyle visuals adapted to seasonality, with clear branding and a strong product focus.