Dive Brief:
- Pinterest launched the latest installment of the “It’s Possible” integrated global campaign today focused on how people use the platform to discover and experience new opportunities, places and ideas, according to information shared with Marketing Dive.
- The campaign, which was developed in-house, uses a combination of live-action, stop-motion and motion graphics. It will run in the U.S. and U.K. through November across TV, streaming, cinematic, digital, social and programmatic activations.
- The platform is also opening up a two-day pop-up in London, taking place Sept. 29 and 30. “Possibility Place” will feature a corner shop, beauty bar and do-it-yourself store.
Dive Insight:
While Pinterest has fewer active users than the other major social media platforms, its users tend to be highly engaged and use Pinterest for inspiration when it comes to cooking, travel and decor, among other categories. The new campaign makes the most of this positioning by emphasizing how people use Pinterest to find new ideas and put them into action.
In a new thirty-second spot titled “Disco Treehouse,” a couple with two very different living room decor ideas use the platform to create a space both of them love. In “Tropical Getaway,” a woman uses Pinterest to plan her dream vacation.
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A pop-up activation brings the platform to life, giving consumers a hands-on understanding of how they can use what they discover on the platform in real life. Activities will include mocktail making, getting a tattoo and upcycling household items.
Pinterest's sales increased 6% in the second quarter, with the company attributing the increase to gains with consumers and advertisers based on its efforts over the past year to focus on the platform's key differentiators.
Pinterest has taken many steps in recent years to broaden its utility to both consumers and advertisers. In 2022, the brand introduced an AR tool for home decor. In June, the platform doubled-down on vertical video as it continued to evolve its ad strategy.
