Pinterest announced today that it plans to launch its first-ever ad campaign next month in the UK. The picture-sharing platform will tap into Brutish culture by showcasing people at the exact moment they turn to Pinterest to find inspiration.
Pinterest aims to give Brits a deeper understanding of the visual bookmarking tool and how it can enhance their daily lives. The campaign will use a mix of media channels including a partnership with Channel 4 and is set to run from May to December. It will entail paid social and banner targeting, as well as TV advertising that is tailored to the programs on which it will air. Channel 4 is an ideal partner for Pinterest on account of its programming on topics such as parenting, food, and style, all of which are popular subjects on the site.
The Pinterest campaign is being carried out in conjunction with partners MediaCom and Stinkdigital, who hope to provide a hypertargeted and localized perspective. MediaCom will lend its insight and expertise, while Stinkdigital’s “noncomforming” style will help the campaign push boundaries.
There will be more than 100 different creative iterations of the campaign that are tailored to factors such as the weather, popular TV shows, and trending topics. For example, lemonade recipes might be featured on a hot day or a gardening show might display a digital banner promoting Pins on decorating flower pots.
British market a priority for the platform
The site already enjoys immense popularity in the UK, with more than 3 million different ideas pinned by Brits every day. The company reports that more than 2.2 billion ideas have been “pinned” since the site’s UK launch just three years ago. More than 100 million people around the world use the site each month.
Pinterest has placed a high priority on positioning itself as a global firm, and this new campaign aims to show people just how relevant the site is to audiences outside of the US. The San Francisco-based platform, which was launched in 2010, is available on Pinterest.com as well as Android and iOS devices.
Pinterest’s Head of Global Marketing, Elie Donahue, said: “By focusing on the flavour of British culture, we’re creating an ambitious, innovative campaign that will be constantly changing to connect with people where and when they want to be inspired. We’re thrilled to roll this out in the UK where the media landscape is so conducive to pushing boundaries.”
Last month, Pinterest launched the Promoted Pins advertising format in the UK, with Tesco, Nestle, Made.com and John Lewis among the first partners.
