As cheesemaker Boursin made their plans for Holiday 2019, they put their focus on finding younger shoppers. They had a hunch Pinterest would be the place to do it. And once their holiday campaign was done, it was clear that their hunch paid off.
As 82% of Pinners visit the platform when actively considering what food and beverage products to purchase but are undecided, the opportunity is huge.1 Boursin needed to stand out in a big way to capture this audience. They created a mix of branded ads from their own account, and celebrity content to maximize awareness.
The branded campaign featured easy holiday appetizers with their cheeses front and center, pairing close-ups of bite-sized snacks with clear branding and calls to action. For the celebrity content, Boursin partnered with Antoni Porowski, food influencer and star of Netflix’s Queer Eye. Porowski contributed several original recipes and appeared in a mix of ad types that showcased easy and elegant “wow-worthy” appetizers.
Overall, Boursin’s campaign delivered a 2% lift in aided brand awareness according to a Kantar Millward Brown Brand Lift Insights study.2
The Boursin team also learned that Pins featuring Porowski performed better than Pins without him.3 Further, celebrity content drove higher brand recall and preference on Pinterest than it did on other social platforms.
“Working with Pinterest helped us identify trending appetizer themes, like charcuterie boards. Our key learning from this campaign was that the celebrity content we ran performed better than expected in driving both brand recall and aided awareness on Pinterest than on other platforms.”
- Celebrities can give your campaign that extra boost, especially among a younger audience.
- Pinterest Insights and trend reports can give you an advantage. See what’s important to Pinners so you can create timely, relevant content.
- Align your campaign with seasonal and trending Pinterest searches to reach people based on the unique planning behavior of the platform.
1GfK, US, Pinterest Path to Purchase Study among Weekly Pinners who use Pinterest in the Category, November 2018
2Boursin data, 2019
3Boursin data, 2019