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Yves Rocher Impacts its Sales by Integrating Pinterest into its Acquisition Strategy
Present on Pinterest throughout the year with common thread campaigns, Yves Rocher relies in particular on the platform to generate conversions.
Present on Pinterest throughout the year with common thread campaigns, Yves Rocher relies in particular on the platform to generate conversions. Thanks to Pinterest and its performance solutions, Yves Rocher measured a 2.1% increase in sales directly attributable to Pinterest, and increased its ROAS by 38%.
A pioneer in plant-based cosmetics, Yves Rocher is a committed French brand. For several years, the brand has capitalized on Pinterest's intentional audience. Indeed, beauty content or content highlighting a natural lifestyle is particularly sought after on this platform at the crossroads of search, inspiration and shopping.
Yves Rocher is accelerating its investments at the bottom of the funnel on Pinterest, in particular by having been among the first to benefit from Direct Links, a new feature which allows users to find each other in one click on the application. With the implementation of the Pinterest conversion API, Yves Rocher can now accurately measure the conversions generated through its ads on the platform and continuously optimize its campaigns.
These innovations now make Pinterest one of the most effective conversion levers for Yves Rocher.
To achieve these results, the brand relied on Pinterest's Repurpose offering, which allows brands to adapt their existing creative assets to the platform's best practices without additional investments.
Thanks to complementary campaigns allowing users to be addressed throughout the funnel, as well as new performance products from Pinterest such as Direct Links and the conversion API, tested exclusively in the fourth quarter of 2023, Yves Rocher saw its conversions increase by 7.2% and its CPA decrease by 22%, compared to the previous year. The brand also recorded an increase of +2.1% in its sales directly attributable to its activations on Pinterest in the last quarter of 2023.
“ The success of our collaboration with Pinterest is the result of a combination of factors, including the implementation of Direct Links and the conversion API, as well as the adaptation of our creatives to the different stages of the funnel. The Pinterest teams were invaluable in helping us get the most out of the platform. " Baptiste L'Hermitte, Head of Advertisement, Yves Rocher
With a drop in CPA of 22% compared to last year and an iROAS greater than 1, Pinterest is now a channel perfectly integrated into the media strategy of Yves Rocher France. Yves Rocher therefore intends to deploy more campaigns based on a full funnel approach and on the platform's new performance products.
SOURCE: Business Pinterest
