After a successful Pinterest campaign in 2020, Boursin repeated the experience in 2021. Using a bold Push + Pull (highlights + search in always on) approach on the platform, Boursin reached almost 4M users1 without compromising the effectiveness of its campaign. With an extra 9 brand awareness points and purchase consideration up 30%, Boursin made Always On a key profitability lever.1
Boursin achieves performance records thanks to an Always On marketing strategy
On the basis of the 2020 results, Boursin wanted to measure the impact an Always On communication phase could have on its brand awareness and products’ purchasing intention. By providing recipes created using Boursin® products, the brand aimed to inspire users and show itself to be a perfect partner when cooking. It chose to do so on Pinterest to reach its affinity community of foodies looking for new ideas.
The media strategy was divided into different phases which enabled it to identify the contribution the Always On campaign made and its added value.
An extra 9 brand awareness points on its Pinterest Pins1
Purchasing consideration up 30% in the final phase1
Boursin inspires creative foodies thanks to a push + pull approach
With a public that’s always looking for inspiration for the meals it makes, Boursin used Pinterest to give itself the perfect context to test the effectiveness of its Always On approach. The brand therefore undertook 2 different marketing approaches at the same time. One supported by an Always On campaign. The other without one.
The brand used video and static Pins on Pinterest as well as keyword targeting, more limited in the Always On phase. What did they find? A successful campaign with a better engagement rate and more competitive CPM. And even better, it enabled the brand to highlight its products to a more creative public!
“
Following these impressive results, we can’t wait to try the experience again for a second campaign year. Pinterest enabled us to continue developing by creatively supporting our campaign concepts, and learn even more about our affinity target’s interests.”
Mathieu Têtu - Head of Marketing Transformation, Bel France
Results up to twice as high with Always On
Thanks to its double marketing approach, Boursin proves how an Always On campaign is really effective in supporting one-off campaigns. By reinforcing its Always-on and Search strategy on Pinterest, Boursin succeeded in doubling its ad recall, all while gaining effectiveness (+8% consideration and +30% intention after the 2nd Always On phase).
It was a real success that has now enabled Boursin to plan a new Always On marketing strategy!
Advice for your next campaign
Get the best out of your advertisements using Pinterest’s good practices:
01
Free your campaign’s full potential by adopting an Always On strategy to support your one-off campaigns.
02
Maximise capturing intention signals by picking out your target’s keywords and interests.
03
Adapt your creative Pins to your target’s intention by including CTA that enables the user to purchase products directly.