Pinterest will now offer UK brands the opportunity to advertise on the platform via its Promoted Videos format. The ad units, which were rolled out back in August, were previously only available to exclusive brand partners in the US.
Starting from this week, branded videos will be available to all businesses in the UK, kicking off with a promotion from Hunter which will display on users' feeds on the visual bookmarking tool.
The Hunter campaign celebrates the brands relationship with rain, using a kaleidoscopic colour palette that evokes the emotional connections between weather and play. The Promoted Videos format comprises silent GIF-style ads that users have to click-to-play upon seeing them in their feed, viewers can also click through on the PIns to buy the items featured in the ads directly from Hunter's UK store.
Viewers can also click through on the Pins below to buy the items featured – directly from Hunter’s UK store.
"Pinterest is a key referral platform for hunterboots.com. It’s where we see a highly engaged user who’s actively searching for inspiration to purchase from Hunter," said Alasdhair Willis, creative director at Hunter.
"Core is a seasonless collection, which made Pinterest an incredibly strategic platform for us: whether you’re discovering Core Pins today or in two years’ time, the collection will still be relevant to the user. Always discoverable, always available to buy. As a progressive heritage brand, innovation is one of our key pillars, and to be the first UK brand to use this dynamic video ad on Pinterest is a great example of this."
Pinterest, which boasts 100 million users worldwide, has made serious attempts to bulk up what it can offer to advertisers on both sides of the Atlantic over the past 12 months, unveiling features like its Promoted Pin units. It has also invested in its own brand marketing to raise its profile, kicking off a global multi-channel campaign in the UK earlier this year in order to inspire audiences to sign up.
The sharing site claims that 75 per cent of all content consumed within its walls comes from businesses, and that 67 per cent of users say videos on Pinterest inspire them to take action.
Read our 6 reasons why your next video ad, should be on Pinterest.