Carrefour
Carrefour boost garden sales by 4.2% thanks to Pinterest
Carrefour deployed a major full-funnel campaign at the start of summer to boost sales in the garden category. Their efforts proved successful, with a 4.2% incremental increase in sales for the category and 8% lift in new customers that made purchases from Carrefour’s garden range1
Drinks on the patio, a Sunday barbecue...
In spring, the French start thinking about the best way to enjoy their garden or balcony.
Carrefour wanted to boost their non-food sales, so they decided to capitalise on a category that complements this area: the garden. The brand used the return of sunny days to diversify their campaigns and shine a spotlight on their outdoor furniture collections on Pinterest. People come to the platform to get new ideas and plan their purchases—to decorate a patio, for example—but also to plan life moments. This made Pinterest the ideal platform to reach target audiences with intentions to buy.
4.2%
increase in incremental sales for the Garden category1
8%
lift in new customers in the Garden category1
12x
each € invested generated €12 in revenue1
Carrefour relied on Pinterest to guide their audience from discovery to purchase by running a full-funnel campaign. The aim was to generate conversions by focusing on a seasonal highlight: the end of spring and the return to outdoor life moments.
The brand opted for a complementary strategy for targeting their audience: customers who might be keen on barbecues or drinks on the patio and therefore Carrefour’s garden range. With this in mind, Carrefour used the Pinterest Persona tool to create a unique audience that was interested in the worlds of both gardening and food. To take customers all the way through to making a purchase, Carrefour and Havas teams also used consideration and conversion campaigns to retarget people who engaged with awareness campaigns.
To track the results of the campaign, particularly the impact on online sales, delivery and in-store sales, Carrefour conducted a LiveRamp sales lift study at the same time.
"In partnership with Pinterest, we developed a full-funnel approach for the garden campaign, taking advantage of how relevant this vertical is on the platform. By targeting a specific persona and focusing on tactical delivery points, we measured the impact of the campaign on the entire purchasing journey across all channels. The results clearly showed incremental conversions, both online and in store!"
Camille Helaudais
Acquisition Manager, Carrefour
With 4.8 million unique people reached, an 8% increase in new customers for the garden range, a ROAS of 12 and a clear correlation between the campaign and sales in store and online, Carrefour succeeded on all counts1.
The LiveRamp study also demonstrated that exposure over an extended period to several campaigns presenting complementary areas, such as food and gardening, can amplify the impact on the sales of the spotlighted products.