3 Pinterest Campaigns by Beauty Brands That Every Marketer Can Learn From
The global beauty & personal care industry was worth $422.72 billion in 2020. This figure is expected to further increase at a CAGR of 4.82% over the next 5 years and hit $558.2. The beauty care industry is dynamically driven by a strong growth potential, which is majorly supported by the rise of middle and upper-income classes.
While there aren’t any doubts regarding the potential of this industry, brands operating in this niche need to leverage the potential of different marketing channels and come up with well-defined marketing strategies to make the most out of their campaigns. This was well-demonstrated by these three beauty brands that used Pinterest to give themselves heightened brand exposure and increased revenue.
Origins was about to launch their GinZing Into The Glow Brightening Serum and promote it through automated solutions.
Origins sought to create a buzz around their latest launch by leveraging the power of automated solutions.
Approach & Solution
Origins partnered with their agency Elevate, a division of UM. The ads brought forth the features of the GenZing serum and its benefits. With a clear CTA, they managed to drive skincare enthusiasts from their Pinterest page to their site.
With Pinterest’s campaign budget optimization (CBO), they fine-tuned spendings across multiple ad groups based on their performance. This way, they didn’t have to manually review and adjust their spendings. All they had to do was enter how much they wanted to spend on their campaign and Pinterest allocated the budget to drive more results at an efficient price.
This allowed Origins to test a bunch of different types of targeting and identify the tactics that worked best. Hence, this gave them a lot of time to work on new and exciting strategies.
The Pinterest campaign delivered decent results for Origins. Using Pinterest’s CBO feature helped the brand reduce their cost-per-click by 32% compared to the campaigns that didn’t use it.
2. IT Cosmetics
IT Cosmetics wanted to reach out to potential customers who were still not aware of their products.
IT Cosmetics wanted to drive their brand awareness and tap on the potential customer base that was still not using their products.
Approach & Solution
IT Cosmetics knew that 91% of beauty searches on Pinterest were unbranded. So, they decided to team up with Pinterest to benefit from this discovery mindset. They targeted keywords across the CC cream and face makeup categories. This helped them not just reach out to potential customers but also convert a whole new set of potential customers.
They were the first ones to use Pinterest’s feature of automatic bidding. Through this feature, IT Cosmetics optimized their activity. By working with their media agency Add3, they came across a combination of different creative concepts that delivered the best results. Their top-performing ads included before-and-after Pins and product benefits that emphasized content.
The Pinterest campaign was a massive success for IT Cosmetics. As soon as they switched from standard bidding to automatic bidding, they observed an 84% higher clickthrough rate and 57% more efficient cost per click.
Not only did the brand reach new audiences and acquire new customers, but they were also one of the most searched brands for color correcting cream during the campaign. Their organic reach on Pinterest grew 2X.
3. La Mer
La Mer wanted to add new users to its clientele and subsequently boost the number of views on its site.
La Mer sought to be the first-ever UK brand to launch a targeted sampling campaign on Pinterest. By sending product samples to Pinners who had previously engaged with their ads, La Mer planned to drum up new users.
Approach & Solution
La Mer knew well enough that Pinterest was a highly effective platform for implementing a full-funnel strategy. They wanted Pinners to understand which of its products were best suited for their needs before prompting them to purchase a sample of their preferred texture in the “Consideration” and “Conversion” stages.
They kicked off their campaign with max-width video ads that highlighted the brand’s five moisturizer textures. They aligned their video ads with seasonal, everyday moments, thereby, ensuring relevancy by capitalizing on changes to the weather. Also, they displayed prominent branding throughout the ad film to drive maximum engagement.
The Pinterest campaign delivered exceptional results for the beauty brand. The campaign delivered a 2x increase in website reviews, which indicated an increase in brand awareness and sales. Moreover, they also saw a 4x higher engagement rate than Pinterest’s benchmarks.
Pinterest has proved time and again that it is one of the most effective platforms for increasing brand awareness, purchase consideration, and overall sales. Some of the best Pinterest practices include aligning each ad group to a different targeting strategy, tweaking campaigns in real-time to capitalize on learnings and try new tactics, and implementing cross-channel retargeting using data from other platforms. But to benefit from these features, you must have an effective campaign strategy in place. Only then would you be able to truly maximize Pinterest’s potential.