After seeing significant results from its Facebook & Instagram accounts, 1Milk2Sugars made a strategic decision to target Pinterest as part of Yves Rocher North America content marketing strategy to increase brand awareness and drive sales.
1Milk2Sugars also developed a strategic content plan focused on the brand’s marquis values of botanical beauty and female empowerment. The end result was a fresh, modern and millennial-friendly aesthetic that stayed true to the heart of the Yves Rocher brand and its marquis value of botanical beauty and female empowerment.
WHO
Yves Rocher
WHAT
Pinterest Audit
Pinterest Content Strategy
Keyword Optimization
Reporting, Analytics & Audits
HOW
1Milk2Sugars began by conducting an audit of Yves Rocher’s Pinterest account to identify deficiencies with content and execution. Based on this result, the agency set about restructuring the account and the boards by clearing out all stale and underperforming pins.
Next, 1Milk2Sugars performed a keyword optimization of the Yves Rocher Pinterest account based on SEO research. To facilitate e-commerce growth, 1Milk2Sugars activated the shop function on the Yves Rocher Pinterest page to enable followers to browse and shop products directly from the platform. The team also added new pins representing the brand’s key SKUs.
In terms of content creation, 1Milk2Sugars developed custom photo assets and eye-catching graphics to engage followers and attract new audiences. These visuals were leveraged across Yves Rocher’s social media platforms, including Pinterest, to great engagement and success.
Lastly, 1Milk2Sugars established a monthly content calendar to organize ongoing posts and ensure the Yves Rocher Pinterest account is being updated regularly and in line with trending topics, calendar events and brand promotions.
WOW
The three-month Pinterest restructuring succeeded in elevating Yves Rocher’s brand profile and boosting online engagement on the platform among the company’s target audience far beyond the original goal. The account attracted 82,700 monthly views and the campaign generated 131K impressions (+159%) and a total audience of 83 320 (+308%). And the excitement didn’t stop there! Our efforts went global with The Drum Awards shortlisting our campaign for demonstrating excellence in Pinterest marketing.
83K: average # of monthly views
159%: increase in impressions
308%: increase in total audience
We were also shortlisted and a nominee in the Drum Awards for Pinterest marketing. On
320,000
Total Social Media Impressions
12M
Total Media Impressions
4%
Social Media Engagement
(2.9% is the industry average)