Goal

Standing out during the holiday season is a challenge. Burberry Beauty recognized the need to not only capture attention but also to deeply understand the impact of their marketing efforts on consumer behavior and brand perception.

The brand turned to Pinterest, a platform where users actively seek inspiration and plan their purchases, especially during the holiday season. Pinterest is ideal for luxury brands aiming to elevate their market presence. 

The goal was twofold: to build brand awareness for their top fragrances (including their new Goddess fragrance) during the holiday season and to measure the effectiveness of their campaign through a Pinterest six question Brand Lift study (BLS). 

This approach allowed Burberry Beauty to not only promote their products but also gain valuable insights into consumer attitudes and shopping habits around fragrance and gifting, creating a strong foundation for future marketing strategies.

Strategy

Burberry Beauty’s campaign on Pinterest used a blend of static ads, videos and Carousels to effectively showcase their fragrances. The ads combined luxury appeal with sustainability by highlighting the refillable nature of their new perfume. This move resonated strongly with Pinterest's environmentally conscious user base.

A key component of the strategy was the use of Pinterest's Premiere Spotlight format, which allowed Burberry Beauty to takeover the search page for a whole day during a key time during holiday season with high-quality video creative, offering significant brand visibility.

A sophisticated targeting approach used a combination of interest-based, keyword and retargeting strategies. This allowed Burberry Beauty to reach both new potential customers and re-engage with those already familiar with the brand. The campaign was strategically timed to begin slightly before the peak holiday period, allowing Burberry Beauty to establish a strong brand presence early and stand out in a competitive landscape.

To measure the campaign's effectiveness, Burberry Burberry Beauty utilized Pinterest's six question Brand Lift study. This comprehensive measurement tool allowed them to gauge the impact of their campaign on various metrics, including brand awareness, ad recall and action intent, providing valuable insights to inform future marketing efforts.

Results

Burberry Beauty’s holiday campaign on Pinterest delivered impressive results across multiple key performance indicators. The campaign achieved a strong 3.8 percentage point lift in both Pin awareness and campaign awareness, along with a 3.5 percentage point lift in ad recall.¹ Notably, the campaign drove significant lifts in action intent, with a remarkable 7.4% percentage point increase among men for gifting, and a 6.3 percentage point lift for ads featuring refillable bottles.¹ The campaign's efficiency was equally impressive, with CPMs 36% more efficient and CPCs over 42% more efficient compared to industry benchmarks for holiday campaigns.²

Resources

Brand Lift Study

Pinterest's Brand Lift study offers invaluable insights into how your campaigns impact key brand metrics. Learn how to set up and interpret a Brand Lift Study to measure and help improve your campaign effectiveness.

Premiere Spotlight

Premiere Spotlight is Pinterest's high-impact ad format that captures user attention at the top of the search page. Learn how this format can help boost your brand visibility and engagement, especially during key shopping periods.