Japan’s leading fragrance brand, Issey Miyake, increased brand awareness around new perfume launches among a millennial audience between the ages of 25-40. They targeted an affinity audience actively searching for beauty and style-related content, both of which have a direct connection to the brand’s DNA.
With the help of Pinterest and the digital marketing agency iProspect, Issey Miyake supported the release of their new fragrance lines with a keyword targeting strategy. Video ads allowed the brand to connect effectively with its target audience and achieve impressive results that exceeded Issey Miyake’s internal benchmarks.
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Video ads are a powerful marketing tool allowing effective targeting of audiences by keyword.
Pinterest's team, in collaboration with Issey Miyake and iProspect, created a 10-second video showcasing the Rose&Rose and Wood&Wood fragrances in three different markets (first in the UK, then Germany and Spain). Focusing on keywords related to beauty, fragrance, style, arts, and culture, the brand was able to reach their audience at a time when they were at their most receptive.
"Connecting engaged audiences with animated formats and video ads, Pinterest is the perfect fit to increase awareness of SHISEIDO Group's fragrance portfolio. We look forward to strengthening our partnership and building on this success."
Frederick Routier,
International Media Officer, SHISEIDO
With a view rate of 56% and a video completion rate of 22%, Issey Miyake achieved strong results that were well above their internal benchmarks. Furthermore, this successful partnership with Pinterest is seen as the starting point for a stronger collaboration, with a view to future marketing campaigns.
Tips for your next campaign
Try these Pinterest best practices to get more out of your shopping ads:
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For beauty and fragrance brands, Pinterest is a cost-effective option, while the platform can also be a great way to connect with a receptive audience.
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Reach the right people at the right time using an effective keyword targeting strategy.
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Many millennials use Pinterest for ideas and inspiration. If your brand is looking to connect with this potentially lucrative market segment, Pinterest is the perfect fit.