To celebrate the growing popularity of Pinterest for brands, The Drum Awards for Digital Industries has introduced a new category this year: Best Use of Pinterest 2020. In this piece we explain why Pinterest - the inspiration company has become a powerful platform for advertisers, and reveal which brands have made the inaugural shortlist.
When considering reaching their audience on digital platforms, our minds often leap to the usual platforms. Yet many brands are now turning away from the dominant players and waking up to the opportunities and possibilities afforded by Pinterest. With 400+ million monthly active users globally, this highly visual inspiration and discovery platform has introduced a new and unique way for brands to interact with their consumers and create meaningful and compelling experiences.
Pinterest’s ability to inspire users has caught the attention of marketers looking to reach consumers in new ways. Creating an overall positive and shared connection between the brand and its consumers is not only proving beneficial for brand perception and awareness but can positively impact your business’s bottom line. In fact, 83% of Pinterest’s weekly users have said they’ve made a purchase based on the content they see from brands with a Pinterest presence.
This is in line with the growing demand from Gen Z and millennials for more accessible and easier visual search methods. Globally, Pinterest has been hitting all-time highs in engagement in 2020, with searches up more than 60% year on year and saves up around 40% year on year. With Pinterest, advertisers can inspire decisions from a growing audience of engaged consumers.
One brand that has focused on creating memorable and meaningful experiences for its followers on Pinterest is fast-growing UK lifestyle brand Ted Baker. With weddings being one of the top search topics for Pinners in the UK, the team at Ted Baker knew that Pinterest would be the perfect place to their first foray into the world of weddings with their Tie the Knot line. When browsers searched for wedding and bridal inspiration on the platform, they would see Promoted Pins and wedding inspired boards from Ted Baker. The brand created bespoke Pin content and boards, named Wed with Ted for both brides and grooms that would cover everything from suggested skincare regimens to how to fold a silk square correctly. Ted Baker’s Pinterest strategy was successfully rolled out across all brand communications, with the Pinterest page being linked to in a marketing newsletter to including a Pin at the end of each Board that encouraged the browser to schedule a complimentary in-store consultation. Moreover, the brand created in-store paper Pins that helped increase awareness of the brand’s Pinterest presence but also of their newly launched wedding wear line.
With so many other brands finding success on Pinterest, The Drum Awards for Digital Industries partnered with the platform to celebrate by introducing a new category: Best Use of Pinterest 2020. This category recognises the most inspiring campaigns deployed on Pinterest, whether as part of an integrated advertising campaign or as a standalone Pinterest strategy. Our partners at Pinterest made the category free to enter in an effort to recognise the continued innovation in the sector, despite the challenges that businesses have faced in the past year. The entries were judged by a panel of leading industry experts including Virgin Galactic, Deloitte Digital, P&G and Publicis Poke and the shortlist has now been revealed.
Congratulations to all of the nominees:
1Milk2 Sugars Communications for Yves Rocher North America
Manning Gottlieb OMD for John Lewis & Partners
Merkle EMEA for B&Q
Zenith for Birds Eye - Nomad Foods
Zenith for Macmillan Cancer Support
The winner will be announced during The Drum Awards for Digital Industries virtual show on Friday 13 November at 4pm. The awards will mark the end of The Drum’s five-day Digital Summit festival focusing on the big themes shaping our digital future.