MediaCom is to bring Pinterest's first global advertising campaign to life, starting in the UK
Pinterest, the world’s catalogue of ideas, has announced that the company’s first ever advertising campaign will launch in the UK in May 2016, and MediaCom UK has been tasked with the media planning and buying responsibilities. The innovative, multichannel campaign will tap into British culture by weaving ideas found on Pinterest into the fabric of daily life while using a media mix that engages UK audiences in the actual moments of when they might look to Pinterest for inspiration.
The objective of the campaign will be to provide people in the UK with a deeper understanding of Pinterest and how it can be used in their everyday life. More than 100 creative iterations that present ideas found on Pinterest will be included in the campaign, which will be rolled out in line with everyday activities, trending content, popular TV shows, and seasonal moments.
Media channels for the seven-month campaign will blend out-of-home and digital advertising such as paid social and banner targeting. Each channel will be used in a responsive way in context to multiple factors including time of day, geographical area, cultural and seasonal moments, and even the British weather.
Pinterest carefully chose partners MediaCom and Stinkdigital to bring the campaign to life. After developing the basis of the creative with its in-house team, Pinterest is working with said partners to push boundaries and ensure the campaign captures a hyper-local, hyper-targeted perspective. MediaCom was chosen for its world class expertise, strong media relationships and insight that will boost the campaign with a targeted approach. Stinkdigital offers a highly creative, nimble, and non-conforming style that is essential for this type of campaign and being at the forefront of digital mediums.
“With our first ever advertising campaign, we really want to inspire the UK audience around the broad range of locally relevant ideas they can find on Pinterest for both their everyday and maybe not-so everyday life moments.” said Elie Donahue, Head of Global Marketing at Pinterest. “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.”