Cetaphil
Cetaphil achieves glowing success with first Pinterest campaign
To get the word out about their new Cream-to-Foam Cleanser, Cetaphil leaned into Pinterest trends data and the brand awareness followed
Cetaphil, a brand that’s synonymous with gentle, effective and dermatologist-recommended skincare solutions, wanted to boost awareness for their new Cream-to-Foam Cleanser. But when you’re already already a trusted name in households across Canada and beyond, with 70% of Pinterest users expressing recognition of the brand, they needed a fresh, innovative way to reach their audience and highlight this new addition to their skincare line.1
So, for their first campaign on the platform, Cetaphil worked closely with the Pinterest team to design a creative campaign leveraging Pinterest's suite of tools to tap into trending searches.
4.5%
increase in overall brand awareness2
+1.6pt
lift in Pin recall2
Clean & trendy
Pinterest has a unique ability to tap into emerging beauty trends, so for their first foray into advertising on the platform, Cetaphil opted to lean into some of the hottest trends in the skincare space. Pinterest users are always on the hunt for something novel and typically search for new beauty products every six months3, so Cetaphil employed the Trend Badge, which appears at the top of an ad and indicates that it’s aligned with a statistically significant trend on Pinterest.4
Recognizing that terms like “simple skincare routine” and “skin types” were gaining traction among Pinterest users, Cetaphil strategically designed their ads to feature the Cream-to-Foam Cleanser and align with these trending topics. This approach allowed Cetaphil to connect more effectively with their target audience while resonating with their evolving preferences and needs.
“
Galderma, makers of Cetaphil, wanted to understand how people on Pinterest respond to Cetaphil as an everyday, sensitive skin care brand. For our first campaign on the platform, we leaned into Pinterest trend data and ran a brand lift study to gather deep audience insights that we can use to inform future Cetaphil campaigns.”
Casey James Lawton
Head of Cetaphil in Canada
The campaign achieved tangible results across a variety of metrics, with a 1.6-point lift in Pin recall among key demographics, including Gen Z (18- 26-year-olds) and Millennials (27- to 42-year-olds).2 Cetaphil also saw a 4.5% increase in overall brand awareness, which is particularly impressive because of their already strong market presence.2 The campaign was also an efficient one; the CPM (cost per thousand impressions) was 22% more economical than the average CPM in the beauty category.4
Tips for your next campaign
Try these Pinterest best practices to help get more out of your ads.
Experiment with new formats: For brands with high awareness, trying new ad formats or creative elements can help boost the recall of your campaigns.
Tap into Pinterest Trends: Align your ads with current trends on Pinterest to stand out, especially among younger audiences.
Diversify across your funnel: Launch multiple objectives together to reach people at different places in their user journey.