To launch their “1000 Premiers Jours” website for future parents and parents of children under 2, the French national public health agency worked with Dentsu Public to roll out an awareness campaign using video on Pinterest—seen by 2.8m French people in just three weeks.1
A communication campaign was rolled out to support the launch of 1000-premiers-jours.fr and build platform awareness by reaching a wide range of young and future parents.
Pinterest provided the perfect creative and technical support to take up the challenge and reach the target. With no fewer than 8m parents on the platform,2 a third of whom are parents of a very young child or newborn baby, Pinterest helped to increase the campaign’s reach.
After just three weeks of the video being shown, Santé Publique France saw awareness of the “Les 1000 Premiers Jours” website grow by 31%.3
Key stats:
Using video to boost awareness
With attractive insights that completely fit the agency’s targeting aims, Pinterest helped Santé Publique France to draw young parents’ attention to questions about infants’ health in an innovative way.
By looking at an internal Pinterest study5 for inspiration, which indicates that using video enables ad recall to be increased compared to static campaigns alone, Santé Publique France launched a video-only approach.
They designed a video campaign based on standard video Pins and Pinterest’s max width video format, encouraging parents to visit the 1000-premiers-jours.fr website.
“
Pinterest, the inspiration and project planning platform, has enabled us to let people know about the ‘1000 Premiers Jours’ website thanks to its DNA. This strategic choice has enabled us to reach parents and parents to be at an important moment in their lives!”
Ariane Cougnas, Media Consultant, Dentsu
A bold strategy that’s spot on
By not adopting standard communication channels, Santé Publique France boosted visibility of the “1000 Premiers Jours” website with a 31% increase in awareness.
This campaign proves, once again, how suitable Pinterest is as an activation and targeting platform. Santé Publique France has chosen Pinterest as a partner of choice in their future digital campaigns and is already planning new activations.
Advice for your next campaign
Get the best out of your advertisements using Pinterest best practices:
01
For your video campaign, think of using the various Pin formats to increase effectiveness.
02
Use a keyword strategy to target your audience and get the right message across at the right moment.
03
Measure how effective your campaign is by analysing your media results in Pinterest Ads Manager and use a Pinterest Brand Lift Study to analyse your brand performance.