Jo Malone London
Jo Malone becomes the go-to brand for gift ideas
For brands, seasonal moments such as Christmas, Mother's Day, Father's Day and Valentine's Day are key opportunities. At these times, people come to Pinterest specifically to look for gift ideas, with a strong action intent and a willingness to discover new products.
Jo Malone London decided to leverage this behaviour to increase their brand awareness and action intent amongst shoppers.
Each festive season, shoppers turn to Pinterest, a platform uniquely positioned at the intersection of search, social and commerce, to seek inspiration for gifts. That’s what made it the perfect partner to support Jo Malone London in their ambition to become the go-to brand for gift buying in France.
Knowing that three out of four people on Pinterest discover new brands and products around big occasions, the brand decided to launch their campaigns during key periods for gift-buying, namely Christmas and Mother's Day.1
+20%
brand awareness amongst people using Pinterest (for the Christmas campaign)2
+33%
action intent (for the Mother's Day campaign)3
89%
viewable reach (for both Christmas and Mother's Day campaigns)2
Inspiration at just the right time
Jo Malone London designed the campaign using Pinterest best practices, to fit both the seasonal moment. With this support, Jo Malone London rolled out a campaign with results that surpassed expectations.
In terms of ad creative, the brand combined a wide variety of formats with a targeting strategy, working with Pinterest to determine keywords, interests and audience retargeting to optimise campaign performance.
“
As a luxury perfume house known for their gift expertise, Jo Malone London chose Pinterest as the ideal platform to highlight their unique know-how and target the right audiences.”
Antoinette Compard, Marketing Manager France, Jo Malone London
Both campaigns were a real success, with a viewable reach significantly higher than market benchmarks and excellent video view rates.2
The campaigns also had a very positive impact on brand awareness metrics, as measured via brand lift studies—the Christmas campaign saw a 20% increase in brand awareness amongst women.2 The The Mother’s Day campaign built on these very promising initial results and strengthened performance further, increasing brand awareness by 16% amongst both women and men.4 Better still, it generated an increase in action intent of 33% overall and 70% amongst 35–49-year-olds.2
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
Align your marketing with key moments on Pinterest such as Christmas or Mother's Day, but don’t be late! People come to Pinterest well in advance to find inspiration and prepare for their key life moments and purchases.[1]
Use a variety of ad formats (video and static) to promote your brand to people on Pinterest to maximise ad recall.
Apply Pinterest's creative best practices to your Pins, by using logos, text overlays and a clear call to action, to maximise your impact