Gucci Beauty
Gucci Beauty lifts purchase intent across markets for the holidays
‘Tis the season for big opportunities in the beauty sector. In their holiday campaign, Gucci Beauty wanted to promote their fragrances and makeup products globally to high-intent audiences actively planning for gifting purchases. With a multi-objective strategy powered by creative excellence, Gucci Beauty set out to drive brand awareness and action intent across five key markets; the US, the UK, France, Germany and Italy.
The holiday season is the perfect time to go big for beauty brands. Gucci Beauty wanted to raise awareness of their fragrances and makeup products globally.
When it comes to buying presents for loved ones during the holiday season, data shows weekly Pinterest users are giving more and spending more on gifts.1 And Pinterest is a destination for shoppers; 80% of Gen Z on Pinterest say the platform helps them find gifts for others or themselves.2
Pinterest was the perfect platform for Gucci Beauty to reach high-intent, high-value audiences actively searching for gift ideas and accompany them in their decision journey from the top of the funnel through to action intent.
+3.6pt
average lift in brand awareness in Germany3
+2.9pt
lift in purchase intent in the US3
Deck the halls with creative excellence
Gucci Beauty collaborated with Pinterest very early on in the process of campaign planning to achieve creative excellence. This meant the campaign was built with Pinterest best practices and leveraged a multi-objective strategy for maximum impact.
Pinterest’s creative strategy team built a creative playbook and toolkit that transformed existing creative assets to high performing Pinterest-ready ads. This rich creative content was then applied to a diverse set of formats.
The creative strategy was underpinned with a solid foundation in audience insight and Pinterest consumer data. Holiday shopping is one of the biggest moments of the year on Pinterest. These seasonal purchase habits fueled Gucci Beauty’s campaign strategy.
Gucci Beauty and Pinterest reinforced the campaign with a learning agenda powered by four six-question Pinterest Brand Lift Studies. The studies analyzed the impact of the campaigns across key brand metrics such as brand awareness and purchase intent, but also gathered data to understand what type of people were considering buying from beauty brands during the festive season.
“
The holiday season is a competitive time for beauty brands. It’s a season where we all want to look and feel our best - and where gifting that experience to loved ones is top-of-mind. The team at Pinterest guided us from strategy to production, which resulted in a best in class campaign, built for the platform - with some phenomenal global results”
Karen Pouey
Vice President Global Media and Communication, Coty
The results are worth celebrating. Thanks to best-in-class orchestration between content, creative and media, the campaign achieved stellar results in all markets.
Brand awareness was lifted globally by an average +2.5pts across the US, the UK, Germany and France. The biggest lift was seen in Germany at +3.6pts.3 Action intent also saw lift by an average of 1.8pts across the US, Germany and France. The biggest lift was seen in the US at +2.9pts.3
This really shows the strategic fit between Gucci Beauty and Pinterest - especially in a time where gifting is a priority for consumers.
Tips for your next campaign
Try these Pinterest best practices to help get more out of your ads.
Build for Pinterest. Understand how Pinterest users are using Pinterest and what content they like to engage with. Then, invest in Pinterest-friendly assets with strong content and format diversity to drive impact. Creative excellence is key.
Adopt a multi-objective strategy. Campaigns that combine awareness and consideration phases help drive greater incremental reach and higher brand lift.
Align with the right moment. Seasonal gifting is a big moment on Pinterest - and for beauty. It’s a perfect time to target people actively searching for gifts, which will naturally drive purchase intention