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• Research objectivesThis research explores social marketing practices used by coastal protection actors to encourage pro-environmental behaviors (PEB) among users. It aims to enrich the field of “marketing-as-practice” (MAP) by focusing specifically on social marketing practices, which have been relatively under-researched to date.• MethodologyA qualitative study was conducted through seventeen semi-structured interviews with actors involved in coastal protection. The collected data were analyzed using NVivo software to characterize the social marketing mix as practiced by these actors.• ResultsThe results reveal that coastal protection actors go beyond the six traditional elements of the social marketing mix (6Ps) by suggesting a seventh P: the exemplarity of the actors, or “perfect model.” Additionally, three of the existing Ps are further developed through specific practices such as anticipating future behaviors, adapting local policies, and directly involving users. Conversely, the other three Ps in the social marketing mix remain underutilized.• Conceptual and managerial implicationsThe findings provide practitioners with guidance to improve their interventions by leveraging the latest knowledge to design more comprehensive and effective strategies to promote PEB among users.• OriginalityThis research introduces a seventh element to the social marketing mix and deepens some of the existing elements, offering a new perspective on social marketing practices in the field of environmental protection.