Artefact recommended complementing the activation strategy with an awareness & interest campaign on Pinterest to reach an incremental audience.

Artefact’s recommendations

Artefact advised Avène to implement a multi-lever activation (Video, Display programmatic, Social Media) in order to cover all phases of the marketing funnel and meet the brand’s challenges and objectives for this campaign. In order to complete this strategy, Artefact proposed that Avène activate Pinterest with an awareness & interest campaign in order to reach an incremental audience in line with the brand’s brief.

Avène nourishes visibility and interest

Avène wanted to raise awareness of their sensitive skincare range among French women aged 25-64 interested in relevant beauty products. They were also looking to engage with those in the consideration phase to drive traffic to their website.

Careful targeting gives great results

Pinterest allowed Avène to reach a key proportion of its target audience not present on other platforms. Working with creative agency Tequila Rapido, their video, standard and carousel ads targeted women with relevant interests and searches to grow awareness, while using retargeting and an actalike audience to drive traffic. Media agency Artefact also helped Avène achieve a really successful campaign. The brand reached a 51% VTR (view-through-rate), 3.4x higher than expected and a conversion rate of 6.3 %.*

“ Pinterest allows us to reach an exclusive incremental audience since 49% of our Pinterest users in France don’t use other social platform”
Paul De Croisoeuil, Global Marketing director, Pierre Fabre Group

Video ads help Avène nurture awareness with 51% VTR

Video ads help Avène nurture awareness with 51% VTR

Video ads help Avène