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By The Drum | Editorial

December 9, 2023 | 3 min read

Pinterest won the B2B category at The Drum Awards for Experience with its bold experiential push at Cannes Lions. Here is the award-winning case study.

The Cannes Lions International Festival of Creativity sees the global advertising industry gather to celebrate industry-leading creative, nurture relationships, and be inspired by what’s next in advertising. Brands hold pinnacle positions on the beach, and each year competition levels-up, so the challenge was big, especially as in 2022 Pinterest’s activation was the most talked-about experience on the beach.

Pinterest needed a brand experience that would build brand momentum, drive comprehension of their unique benefits, and inspire the audience to discover what’s possible on the platform.

Our core objectives were to:

Boost comprehension of Pinterest and showcase our brand momentum to attendees. KPI: Attract 4000+ attendees over the 4 days.

Demonstrate relevance and reputation at the most important industry event of the year. KPI: Position Pinterest as a place for inspiration and action by getting guests to ‘do’.

Deepen our relationships. KPI: Host 200+ meetings at the Pinterest ‘Manifestival’ event space for our partners and network.

We knew we needed to level-up and show that Pinterest is the only platform that moves beyond inspiration and takes people from dreaming to doing. From passively scrolling to making plans and taking action.

Our strategy was to show, not tell, what it feels like to step into Pinterest and experience the consumer journey through activations inspired by the growing Gen Z audience.

Creating a life you love? It’s Possible - at the Pinterest ‘Manifestival’.

The Pinterest ‘Manifestival’ was created to be a place where guests could discover new possibilities, decide on a change or something new and then put it into action. It was a space that embodied the power of both possibilities and creativity.

The ‘Pinterest ‘Manifestival' brought the brand to life with endless opportunities to get creative and feel inspired about the possibilities on Pinterest. Whether it was getting that tattoo they had always wanted inspired by trending designs, trying a new hairstyle with the help of Pinterest’s inclusive beauty tools, customizing their dream merch, or manifesting their next trip. Every activity helped shift guests from dreaming to doing at the Pinterest ‘Manifestival’.

Please see our supporting doc for details on the brand experience programming and activations.

Our beautifully crafted world got press talking and made guests feel like they were stepping into Pinterest - bringing the brand to life with endless opportunities to get creative and feel inspired, and reminding them that with Pinterest - it’s Possible.

The crowds at Cannes responded by showing up again, and again, and again. One of the only spaces with a queue every day, people lined up hours in advance of the opening to secure a spot. We drove engagement with our clients and partners through meetings, private tours, partner events, and activations.

"Pinterest had the most interactive activation on the Croisette" - Adweek

8200 RSVPs via PinterestCannes.com

6000+ attendees (+35% YOY)

Over 300 client meetings logged (+40% YOY & exceeding our objectives by 40%)

40+ press articles (double last year’s coverage)

AdWeek: "Pinterest had the most interactive activation on the Croisette"

Marketing Awards Case Studies Experience Case Studies

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