Lillet
As summer approached, Lillet, their agency KR Wavemaker and Pinterest worked together on a multi-objective approach, combining awareness and consideration campaigns for maximum results. The impact? The campaign built with Pinterest insights and trends data plus a collaboration with a Pinterest creator delivered a 34% lift in brand awareness.1
Lillet, the classic apéritif with over 150 years of history, wanted to boost their brand awareness and position themselves as the trendy drink of summer 2022. Joining forces with Pinterest made perfect sense as the brand's core target — women aged 24 to 49 sensitive to trends, style and well-being — represents more than a third of Pinterest's users.2
To maximize impact across the funnel, this multi-objective campaign focused on two key elements: Pinterest's insights and trends data and creators.
+90%
purchase intent among women aged 25-341
+34%
lift in brand awareness1
10m
organic impressions generated by creator Lucile In Wonderland, out of the 20M generated across the duration of the campaign1
A colorful strategy driven by trends data
Lillet used the Pinterest Trends tool to understand the adjacent interests of their target audience. Backed by the data from dopamine dressing, one of the trends in the 2022 Pinterest Predicts report,3 they set out on a colourful creative strategy. The brand's creative assets were used to create tonal takeovers using the colours most famously connected to Lillet: white, red and pink.
At the same time, Lillet used a paid partnership with creators to collaborate with food content creator Lucile in Wonderland. She created two Idea Pins to share recipes that pair perfectly with Lillet cocktails—and their audience.
“
For Lillet, Pinterest has always been an obvious platform choice. With this campaign, the tailor-made support and a unique creative program enabled us to reach a large audience of trend-driven people. And the results exceeded our expectations!"
Clément Ducournau,
Global Digital Project Leader, Pernod Ricard - No & Low Company
A creative approach drives impactful results
Using Pinterest Trends tool, Lillet reached 64.5% of their core target and measured a +90% lift in purchase intent for women aged 25 to 34.1
And the combination of awareness and consideration objectives delivered impressive results across the funnel, including 20M impressions, of which 10M come from the organic campaign of designer Lucile in Wonderland.1
Innovation and creativity pay off: the synergy of the various campaigns enabled the brand to increase its awareness by 34% points.1
Tips for your next campaign
Here are three tips to turn every campaign into a success:
Tailor your creative assets to grab your audience's attention and guide users through the marketing funnel.
The Pinterest Trends tool gives you a deeper look at audience data, what's trending and what's about to be trending.
Test multi-objective campaigns to deliver maximum results.