Lancôme
Beauty shopping made easy: Lancôme’s holiday Pinterest campaign delivers full-funnel results
Lancôme conducted a full-funnel holiday campaign that included making their total product catalog shoppable on Pinterest. The impact? The campaign seamlessly guided people on Pinterest through their entire shopping journey, helping to deliver a boost in holiday sales1
Beauty lovers come to Pinterest to discover new products, and, in fact, 61% of monthly Pinners make final decisions about beauty and personal care purchases on the platform.2 Recognizing the strength of Pinterest's influence thought the purchase journey, Lancôme ventured into new territory during the 2022 holiday period by launching a full-funnel campaign on Pinterest, aiming to reach beauty enthusiasts and holiday shoppers alike.
The brand understood that people on Pinterest exposed to full-funnel campaigns convert at a 3x higher rate.3 So they worked with Pinterest and their agency, Wavemaker, to design a full-funnel campaign to drive shoppers through the entire customer journey.
6x
lift in ROAS, when shoppable catalogs were enabled4
23%
lower CPMs, with full-funnel campaign compared to single objective campaign4
A moment for beauty shopping
Ahead of the busy holiday period, Lancôme seized the opportunity and prioritized uploading their entire catalog to Pinterest, making their product suite discoverable and shoppable on Pinterest. With their catalog in place, the brand could support their holiday campaigns with paid Shopping campaigns tied to key moments like Single’s Day, Black Friday and Cyber Monday. The brand had a steady cadence of campaigns that ran throughout the holiday season. Focused on prospecting, they ran awareness and consideration campaigns for their Teint Idole Ultra Glow Foundation and La Vie est Belle product lines.
As people engaged with the brand’s upper and mid-funnel campaigns, the Shopping campaigns captured an audience that was ready to act, delivering a seamless shopping experience directly within the platform.
"We knew the holiday shopping moment is big on Pinterest. By thinking full funnel, we drove Pinners all the way from inspiration to action during this key sales period. Uploading our catalogue allowed us to leverage automation and seamlessly integrate shoppability into our activations."
Yasemin Comert
Marketing Director, Lancôme
The campaign resulted in a remarkable Return On Ad Spend (ROAS) of $5.27, on a short (7/1/1) attribution window, with a spike in add-to-cart conversions and a substantial total order value.1 The results demonstrate the power of strategically activating along the full consumer journey on Pinterest.
“
Pinterest is home to a large audience of beauty enthusiasts. People are using Pinterest to look for the right beauty products for them and the platform has the right solutions, like Shopping, to support brands in making their products shoppable on the platform."
Ashley Marasigan
Client Business Manager, Wavemaker
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Activate along the full consumer journey: Implementing a full-funnel strategy on Pinterest can help significantly amplify conversion rates. Compared to the average user, those exposed to full-funnel campaigns convert at a 3x higher rate.2
Leverage Pinterest’s Shopping Ads feature: By uploading your entire product catalog to Pinterest and running a paid Shopping campaign, you can help make your products discoverable and easily shoppable for Pinners.
Align your creative with best practices for each stage of the funnel: For conversion campaigns, add a call-to-action, branding, and text overlay to help deliver stronger results.