In an effort to tackle a global advertising market, Pinterest is trying to differentiate itself from advertisers with its first commercial marketing campaign in six countries.
“As we regularly see success from advertisers in all industries – from YSL Beauty to Toyota to American Express and beyond – we wanted to personalize elements of our message to respond directly to them,” Jim Habig, Global Head of Marketing at company at Pinterest, says MiC. “To develop this, we leveraged our own information on the platform – specifically Pinterest Predicts – to decide which industries and trends to focus on. “
The “Be Their Next” campaign – which started on April 1 and will run throughout the month – reminds advertisers that the platform is visual first, with ad units comprising of video ads and ads. shopping, which allow businesses to amplify their product pins from their online catalog showing consumers how the product or service fits into their lives.
According to Habig, advertisers can also take advantage of ‘Pinterest likeness capabilities’ through the platform’s Actalikes tool, identifying segments of consumers with similar interests and behaviors to their existing customers, in addition traditional retargeting.
Over the past year, the social platform has reportedly added more than 100 million new monthly active users, enabling advertisers to reach a global monthly audience of over 450 million.
Pinterest attributes the growth to its Gen Z audience which reportedly redefined traditional use cases for the platform, adding engagement in a wider range of categories such as entertainment, technology and financial planning.
And according to the Global Web Index, in the Canadian market between Q1 and Q3 2020, Gen Z Pinterest users are 40% more likely than the average Canadian adult to say they talk to their kids about new products. friends and family.
The campaign itself highlights five different advertiser sectors, from automotive and retail to financial services, tech / telecom and beauty.
“People come to the platform to plan their life’s plans and Canadians come to Pinterest to make decisions about what to do or buy next. With this unique, intent-driven audience mix, Pinterest helps advertisers reach customers who are ready to make a purchase and take action, ”said Erin Elofson, Head of Canada and Australia at Pinterest .
The campaign will run on Linkedin and in key business publications in Canada, United States, United Kingdom, France, Germany and Australia.