Burberry is a British heritage brand that’s renowned for its digital innovation. When the marketing team started planning their launch for Cat Lashes Mascara, they wanted to digitally replicate the personalized, unique experience people get in a store. Their main objective was to reach new beauty consumers and inspire them to try Burberry beauty products.
Since they were targeting beauty-obsessed millennials, introducing Cat Lashes Mascara on Pinterest felt like a natural fit. Pinterest has the largest, most engaged digital beauty audience with over 52 million unique hair and beauty visitors every month.1 People turn to Pinterest for product and brand ideas, and Pinterest influences cosmetic purchases more than any other platform.
Burberry and Pinterest worked together to create the first customized beauty experience on Pinterest, powered by the Pinterest API. Pinners filled out a short questionnaire about their beauty habits, then received a personalized board with a mix of product information, beauty tips and monogrammed content. The boards were automatically generated, but highly customized to each Pinner. These custom Pins helped people evaluate how Cat Lashes Mascara could fit into their own beauty routines.
The campaign boosted Burberry’s product awareness and inspired people to purchase the mascara. Pinners created over 30,000 personalized boards, with over 1 million Burberry makeup Pins. Samples went fast: people snagged all 5,000 samples within the first 5 days of the campaign.2 The campaign also drove sales since people could click on the custom Pins to shop from Sephora.
Burberry’s experience with the Cat Lashes Mascara launch showed the value of coupling Pinterest’s API with custom content. In fact, they already did another campaign using the API: for holiday 2016, the Burberry Gift Finder helped Pinners create boards with custom gift ideas.
1Pinterest Ads Manager, US, Aug 2018
2Burberry data, 2017