At a time when daily life is going digital and brands are using online platforms as a lever for visibility and growth, the automobile is no exception to the rule: 85% of French Pinterest users have made a purchase in the auto category (accessories, vehicles) in the past year (Source: Reach3, Path to Purchase study, France, March 2022, with monthly users and non-users).
With 1 million users actively interacting with automotive contentPinterest brings together more and more automotive enthusiasts (Source: Pinterest Ads Manager, France, June 2022).
A figure on the rise, in a context that is pushing the French to change their consumption patterns. Growing ecological awareness, coupled with the ban on the sale of internal combustion engine vehicles by 2035, is driving consumers towards electric or hybrid vehicles. Similarly, galloping inflation reduces the purchasing power of households, pushing them to make sustainable choices.
Whether discovering new trends or new brands, 86% of French users say they use Pinterest to find inspiration during their car buying journey. (Source: Reach3, Path to Purchase study, France, March 2022, with monthly users and non-users).
The platform has an intentional audience with high purchasing power, which is a significant asset for automotive brands:
30% of millennials in France with a household income above €90,000 are on Pinterest, which means they are a mature, high-income audience. (Source: GlobalWebIndex 2019 Q1-Q4, France).
Gen Z is the fastest growing audience segment on Pinterest.
97% of the most popular searches do not contain a brand, which means that all brands can be discovered. (Source: Pinterest internal data, global English Searches, April 2020).
The results of the study conducted by Pinterest highlight the main concerns of users during their shopping journey:
The French exception: French users are more sensitive to image and style (+30%), at environmental impact (+28%) and brand reputation (+15%) than non-users. (Source: GlobalWebIndex 2019 Q1-Q4, France)
MINI understood the interest of capitalizing on Pinterest to reach an audience wishing to buy a vehicle. Already present on the platform, the manufacturer deployed a campaign in 2022 to promote its MINI Edition Camden model. With video ads aimed at audiences 25+ who are planning to buy a car, the campaign managed to generate an engagement rate 25% higher than Pinterest benchmarks and a CPV (cost per view) 41% lower than the average. (Source: MINI internal data, France, 2022) .
The platform thus allows brands to meet audiences where they are looking for inspiration and new ideas..
To know more : https://business.pinterest.com/fr/insights/auto-et-pinterest-strategie-marketing/