Can the Burberry Beauty Pinterest campaign drive mascara sales?
The new Burberry Beauty Pinterest campaign is werking for its money. It’s got everything, from social commerce, to personalisation to cross-platform marketing.
Launched last week, the aim is to drive traffic to Sephora, to sell the new Burberry Beauty Cat Lashes mascara. Why Pinterest? Because according to the platform, 42 percent of pinners have made a beauty purchase after viewing a pin. After years of been solely an inspiration site, it recently introduced shoppable pins, allowing brands to monetise the fashion and beauty content on the platform. (Side note: Pinterest is a now re-allowing bloggers to add affiliate links, just don’t spam your feeds!)
Pinterest approached Burberry to produce the first API to create personalized boards on users’ profiles. This is part of a concerted drive from Pinterest to maximise its captive audience and partner with brands on marketing campaigns. It certainly makes sense, as, unlike Twitter and Facebook, Pinterest fashion and beauty users are more likely to be looking for shopping inspo on the platform.
So how does the Burberry Beauty Pinterest campaign work?
Using social media, (as well as promoted Pinterest pins from next week), Burberry and beauty fans will be encouraged to follow a link to this short questionnaire which will then generate a personalised Burberry Beauty Pinterest board, initials included. Added incentive: In the U.S, the first 5,000 people to create a board will get a free sample of the mascara (below).
It’s not clear whether beauty influencers (or Pin-fluencers) are being enlisted to help promote the campaign. But Burberry and Sephora have already been working their social feeds to boost traction to the questionnaires, boards and products. I pin a lot of beauty content on my Pinterest and definitely notice traffic driven from my pins to my site. This will be an interesting test case for Pinterest and other brands to determine if the personalised inspiration approach works to drive sales.
Buy Burberry Cat Lashes mascara at Burberry and Sephora.
Read more about how to up your Pinterest game here.
Read more about the Burberry Beauty Pinterest campaign on WWD.
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WORDS: Disneyrollergirl/Navaz Batliwalla
IMAGES: Burberry
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