YSL Beauty
A full-funnel strategy led to Mother's Day success for YSL Beauty
Yves Saint Laurent Beauty chose Pinterest to promote their LIBRE perfume on Mother's Day. By combining a conversion and consideration campaign with an awareness campaign, the brand reached 84% of their target audience1 and measured a +23% lift in incremental sales on their e-commerce site.2
YSL Beauty leaned into Mother’s Day, knowing it’s a big moment on Pinterest. Their agency, Publicis and Pinterest worked together to implement a full-funnel strategy targeting their campaign objectives.
Beauty shoppers on Pinterest were the brand’s target audience. Path-to-purchase data shows people on Pinterest have a 50% larger basket size on average than on other platforms in the beauty category.3
By timing their full-funnel strategy to a big moment, YSL Beauty significantly increased awareness of their LIBRE perfume1 and increased sales on their brand site.2
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YSL Beauty's a gift to gifters
Knowing the shopping habits of people on Pinterest, YSL Beauty came to the platform to test the first full-funnel campaign for L'Oréal’s beauty brands.
The successful campaign included video and static ads, as well as targeting adapted to each stage of the path-to-purchase. It broke down to: video ads focused on growing awareness for the perfume, collection ads to boost its consideration and static and shopping ads to drive sales conversion.
All of the creative assets used Pinterest best practices: YSL Beauty homed in on the moment, Mother’s Day, included a clear CTA and kept videos under 10 seconds.
Full-funnel was full of success
The YSL LIBRE perfume campaign met all the brand’s goals. 84% of the target audience was reached and video ads saw a 24% completion rate1–3X higher than the Pinterest benchmark in the Fragrance category.4 By combining a popular moment and a full-funnel strategy, the brand succeeded in boosting purchase intent more than 10%.2
YSL Beauty also noted a particularly positive evolution on the items brand awareness, advertising recall and purchase intent, for the 25-34 age group.2
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“With this first full-funnel campaign on Pinterest we achieved our target reach, video completion and online sales goals. The expertise of Pinterest and Publicis was invaluable in ensuring the success of this one and we look forward to setting up our next campaign.”
Caroline Kuzminski,
Digital Brand Manager, Yves Saint Laurent Beauté
Advice for your next campaign
Here are some Pinterest best practices to unleash the full potential of your campaign:
Plan campaigns around moments—like Mother's Day—and remember people on Pinterest are planners so moments start trending earlier on the platform.
Combine an always-on strategy with moments to reach users who are likely to take action.
Use a variety of ad formats to promote your brand to Pinterest users to maximise ad recall.