Burberry turns to Pinterest to host global personalised ‘Cat Lashes’ mascara campaign

Burberry has partnered with Pinterest for its Cat Lashes campaign / Pinterest

Burberry is the latest brand to collaborate with Pinterest, choosing to partner with the visual bookmarking tool for the launch of its new ‘Cat Lashes’ mascara.

The campaign marks the first time a cosmetic brand has created a personalised experience for Pinterest users, and looks to tap into the 38.5 million views Pinterest receives each month across ‘pins’ filed under its hair and beauty categories.

The initiative will offer up a personalised experience to customers based on their makeup preferences, allowing them to create their own ‘boards’ on Pinterest and save pictures containing product tips, look guides, how-tos and makeup inspiration.

To activate the personalisation element, users have to take a quiz detailing how long they spend applying their makeup, what their signature ‘look’ is and their initials. From this a personal Pinterest board is generated and each pin serves as a Promoted Pin – allowing users to click through purchase Burberry cosmetics from the brand’s e-commerce partner on the project Sephora.

Sephora and Burberry will also be partnering on social media content around the campaign, and in the US the first 5000 customers to sign up can request a sample of the Cat Lashes mascara.

Burberry has been innovating on social and digital platforms of late in a bid to offset tumbling profits. The brand’s share price has fallen by 35 per cent in the past year, but it is increasingly turning to platforms like Twitter and Snapchat to appeal to new customers. The brand said in July when it appointed new chief executive Marco Gobbetti that it is targeting future growth opportunities in “retail, product and digital enabled by changes to ways of working.”

Promoted pins were only opened up to UK advertisers back in April, and the online scrapbook has been trying to crack the British market over the past eight months, positioning itself as a channel for both branding and direct response activity.

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