The list, selected by Pinterest,highlights the creativity, originality, strategy, insight, measurement and craft across the UK ad campaigns found on Pinterest.
• Bird’s Eye (3.2M monthly unique viewers): The frozen foods pioneer got people to take a second look at their offerings – specifically targeting people who had written off frozen foods in this era of fresh, organic produce – using Pinterest’s Promoted Pins, reaching more than 5.5 million people and achieving a 50% view-through rate. The campaign involved highlighting interesting recipes that people can make with their products, specifically their peas and waffles. This included deconstructed recipe Pins, which illustrated ingredients for easier shopping; Pins that featured lists of ingredients; and using ‘hero’ pictures and signposts to feature a food preference, such as gluten-free. Further information found here.
• The Conran Shop (890.6 monthly unique viewers): The luxury furniture and home décor retailer embraced Pinterest in a big way to build their brand among younger consumers, achieving a monthly reach of 1.2 million, with millennials making up 53%. To kick things off they created 300 Pins that aligned with Pinterest’s creative best practices, and 15 boards to highlight specific products and designers. Following this, ahead of London Design Week, they created a multi-channel promotion to publicise the event, dubbed LDF18: The Conran Shop x Pinterest. The campaign encouraged people to visit the Conran Shop locations, and encouraged in-store shoppers to make the Pinterest app part of their experience. Further information found here.
• Ted Baker (497.3K monthly unique visitors): Ted Baker wanted to engage with brides and grooms at the wedding planning phase to launch their new Tie The Knot collection. To do that, they created a unique experience on Pinterest to drive traffic to the online collection and encourage people to sign up for special in-store consultations. Not only did the campaign generate over 400 in-store wedding appointments and nearly 900 visits online, their Pinterest’s click through and engagement rates were both above the average performance of other digital channels. They also sold a wedding dress straight from a Pin (netting at £1200).
• John Lewis & Partners (10M+ monthly unique viewers): John Lewis & Partners tailored creative for different audiences and product categories. Each theme was carefully timed to align with consumer search behaviour and shopping habits as they prepare for the festive period. The campaign launched with the UK’s first Max Width video ad, vertical Promoted Video, paid and organic static/standard Pins. The informational and useful content gave busy mums tips on baby carrier support as well as nursery decorations and design ideas. The videos targeted both keywords and interests and then retargeted with static Pins to remain part of their planning journey and reinforce the campaign sentiment of With You Every Step of the Way.
• Sainsbury’s (5.2M unique monthly viewers): Sainsbury’s creatively adapted the effective Max Width Video format with an innovative execution to target ‘free-from’ consumers who were planning their festive feasts on Pinterest.