By relying on an innovating Pinterest campaign, the fragrance and cosmetics brand Guerlain, was able to target a qualified audience seeking inspiration while also gaining insights on their target audience.
Generating demand from a qualified audience
The Guerlain house, created in 1828 and labelled as the “Living Heritage Company” is one of the global leaders in the perfume industry. Their mission? Imagining perfumes, skincare and make-up products that go beyond their primary function and create emotion, surprise or wonder. During the launch of La Petite Robe Noire Black Perfecto, Guerlain wanted to support the advertising campaign with unique digital creative.
The aim was to reach a specific audience: women in search of a new perfume and potentially interested in this latest edition of La Petite Robe Noire. Supporting this TV ad campaign, the Pinterest operation was imagined and built to increase the popularity of the brand.
“Pinterest is 100% attuned to our brand image challenges. The platform combines reach, targeting and context in a quality environment which guarantees the security of the brand. Pinterest also complements other digital platforms from which we're already buying media.”
Emphasis on creative
In order to support the launch of this new perfume, Guerlain put the emphasis on illustration using shades of pink and black and a sleek silhouette wearing an iconic version of "the little black dress."
No matter the ads format, the visual identity of La Petite Robe Noire Black Perfecto was highly noticeable thanks to the striking logo alongside the perfume bottle which also serves as the fragrance's signature design.
This campaign allowed Guerlain to benefit from a great visibility. The Promoted Pins generated more than 50 million impressions. They also saw a lower cost per impression (CPM) as compared to other digital channels1. Promoted Video Pins earned a reach of over 6 million people. The team also ran a Millward Brown Brand Lift Insights study and learned that ad recall saw a lift of over 23%.2
In parallel, the campaign allowed Guerlain to draw conclusions on the efficiency of the different formats and messages. These will be very valuable to the brand in the future and will allow to fine-tune the campaigns to reach the most receptive audiences with the best performing visuals and messages.
1Guerlain data, 2018
2Millward Brown Brand Lift Insights study, 2018