Fondation Cartier pour l'Art Contemporain
The Fondation Cartier maximised their viewability with premium Premiere Spotlight Home takeovers on Pinterest over three consecutive Sundays, coinciding with major cultural events: the Olga de Amaral exhibition, the Fondation Cartier's 40th anniversary and the announcement of their move to the Place du Palais-Royal in October 2025. These activations made it possible to capitalise on art lovers' strong affinity for the platform while drawing on a common thread - promotion of the flagship events. The Fondation Cartier were able to capture the attention of the audience, generate ticket sales and significantly increase organic traffic to their profile.
Goal
In October 2024, marking the opening of the Olga de Amaral exhibition and their own 40th anniversary, The Fondation Cartier launched a national campaign on Pinterest with a unique full-funnel approach, with three goals:
- Boosting awareness of the Foundation and their exhibitions
- Generating engagement among a young and curious audience
- Driving ticket sales and attendance at flagship events
For the first time, The Fondation Cartier combined awareness (Premiere Spotlight), consideration and conversion. This full-funnel strategy made it possible to reach audiences at every stage of their journey on the platform, especially Gen Z and young adults, while maximising the overall impact.
Strategy
The Fondation Cartier opted for an approach based on three key events: the opening of the Olga de Amaral exhibition, the celebration of the Foundation's 40th anniversary and the relocation of the Foundation, with an announcement of the reopening scheduled for October.
Each of these events was highlighted with Premiere Spotlight ads, giving The Fondation Cartier a premium showcase on Pinterest and capturing attention instantly.
A conversion campaign was deployed at the same time to directly encourage ticket sales. The choice of formats – carousel, collections and videos – immersed the audience in the Foundation's artistic world while subtly guiding people towards a purchase. This dual approach ensured strong audience numbers at decisive moments and transformed interest into concrete results.
Results
By focusing on key moments and the Premiere Spotlight format, The Fondation Cartier not only captured the attention of their audience… they transformed it into concrete action. The conversion campaign achieved a ROAS of 6, generating one of the initiative's highest returns on investment.1 This result illustrates the power of a full-funnel strategy on Pinterest to combine inspiration and performance.
Aside from sales, the Fondation strengthened their visibility with a qualified, high-affinity audience, reinforcing their position in relation to art while stimulating a desire to visit their exhibitions. A win-win combination proving that relevant targeting paired with immersive formats can maximise impact at every stage of the visitor journey.
CPM 63% lower than the benchmark,
maximising media efficiency1
Average ROAS of €6,
demonstrating direct business impact1
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An immersive format that puts your content front and centre on Pinterest at strategic moments. Ideal for maximising the impact of a launch, a brand anniversary or any other highlight, it immediately captures attention and boosts memorability.
Campaigns designed to turn interest into concrete action. Accurately targeting a qualified audience and tracking performance in real time, they can optimise ad spend and generate measurable sales – of tickets, for example.