Highlighting a new product
To launch their new facial highlighter product, True Match Lumi Glow Illuminator, L’Oreal Paris wanted to give customers a unique experience. In addition to standard Promoted Pins, L’Oreal Paris also showed the product in action with Cinematic Pins, a mobile, motion-based Promoted Pin format that animates when customers scroll.
“Because this was a new product category for us, we wanted to elevate our typical launch strategy and actually show how the Lumi Glow Highlighter can accentuate our customer’s best features,” said Amy Whang, vice president of cosmetics at L’Oreal Paris. “Since highlighting can be intimidating to some, using the Cinematic Pin not only inspired women to use a highlighter as their finishing touch but also positioned L’Oreal Paris as a leader of the highlighting trend.”
With two different ad types—standard and Cinematic Pins—L’Oreal Paris was able to showcase the Lumi Highlighter to their audience, as well as educate them on how to use it. Standard Pins showed off the key features of the product, while Cinematic Pins used motion to demonstrate exactly where to apply the highlighter. Both standard and Cinematic Pins were used to display the variety of highlighter shades available.
Impressive campaign results
L'Oreal Paris wanted their campaign to introduce the Lumi Glow Illuminator to a target audience of women aged 18–34, ensure this audience associated the new product with the highlighting trend and encourage them to purchase. The campaign reached nearly 5 million people and saw a 20% increase over the average engagement rate.
L’Oreal Paris measured the campaign with a Millward Brown Brand Lift Insights study. The results were undeniable, driving increases in every metric across the funnel among L’Oreal Paris’ target audience. Despite a high level of baseline product awareness, the Pinterest campaign increased aided awareness by 21.3%. Additionally, it raised purchase intent by 30.9% and improved message association (“I can use it to highlight my key features”) by an impressive 31.2%. While both ad types performed well, Cinematic Pins showed a particularly high increase in brand metrics, specifically awareness— which Cinematic moved by 30.7%— and purchase intent, which increased by 37.2%.
“Cinematic Pins gave us a platform for deeper storytelling that brought the Lumi highlighter to life. The engaging format, combined with the earned impressions we saw even after the promotion ended enabled us to increase brand awareness and purchase intent beyond our expectations,” Whang said.
Suggestions from L’Oreal Paris
When launching a new product, use Cinematic Pins to capture customers’ attention and educate them on how to use it.
Use Pinterest Analytics to determine what your customers want to see most.