During the 2021 holiday season, Kérastase wanted to draw attention to their neutralizing shampoo—a fan favorite that helps keep blonde shades in check. But during a saturated time-of-year, they needed to make sure their launch assets stood out. That’s where Idea ads came in.

Finding fresh audiences with Idea ads

The Bain Ultra-Violet Purple shampoo is one of Kérastase’s most beloved products. After only one wash, this purple shampoo can enhance blonde or highlighted hair, transforming locks from brassy to bright. Kérastase wanted to get the word out about this fan favorite—and an Idea ads campaign was the solution.

Idea ads and their fullscreen, multi-page format proved perfect for this campaign. They allowed Kérastase to demonstrate a variety of Bain Ultra-Violet’s use cases, from “before and after” looks to how to incorporate the purple shampoo into your morning routine. And using a mix of video and images helped the brand tell a deeper story and build interest into all of Kérastase’s products.

Kérastase launched the ads in paid partnership with one of Pinterest’s most popular beauty creators, Iskra Lawrence. The partnership also helped Kérastase reach more of Iskra’s current audience, who were already on the lookout for beauty tips and tricks. It also helped Iskra reach new viewers, since Kérastase promoted the ads to new audiences on Pinterest. In other words: The campaign was a win-win for both the creator and the brand.

A salon-grade campaign

Kérastase optimized their campaign with the Pinterest Trends tool, which allowed them to ensure that the ads were aligned with the content their audiences were already searching for. And Kérastase tapped into audience insights to ensure the ads reached the right people: individuals interested in salon care and looking for styling inspiration.

The gorgeous results

Kérastase’s creative strategy paid off. The campaign saw a brand awareness lift that was 11% higher than benchmarks, as well as a boost in Pin awareness that was 36% higher than benchmarks.¹ In other words, after viewing Kérastase’s ads, audiences not only remembered the ads, but the ads helped audiences keep Kérastase top-of-mind.

Tips for your next campaign

Try these Pinterest best practices to get more out of your ads.

1. Work with Pinterest creators to help your brand tell its story with a trusted and authentic voice. In fact, brands that worked with creators saw 38% higher brand awareness.¹

2. Use Idea ads’ paid partnership feature to improve your campaign’s impact. The tool will help your ads reach existing and untouched audiences.

3. Align your campaign’s creative to current trends. The Pinterest Trends tool helps you see what’s trending on Pinterest with your audience and optimize your content based on these insights.