Facebook is for people; Twitter is for news; Instagram is for photos; and Pinterest is for ideas. So how do you develop a campaign for a platform with over 3 billion of them?
Working with the team at Stinkdigital, our brief was to shift perception in young women that Pinterest is not just for big projects, but for creative, useful everyday ideas too.
Our solution? Make the Pinterest UI synonymous with solving everyday ‘very British’ problems, across 100+ contextual executions over OOH, TV and mobile.
As lead copywriter on the campaign, I wrote ad copy, curated pins and worked on art, sound and motion direction, as well as strategic media placements and influencer social campaign content.
Contextual TV Idents
The first TV spots demonstrated the dynamic and contextual nature of the campaign. Working alongside Mediacom and Channel 4, we took lines directly from shows that rate highly with the target audience, and transformed them into bespoke ads that played in the commercial breaks immediately after the line.
These executions were supported by always-on TV, where viewers of programs based on food, style or parenting were served relevant creatives to the show's genre.
To compliment the always-on TV and social components of the campaign, we tapped into big moments on the British cultural calendar for bursts of tailored DOOH and OOH executions.
The first of these was Glastonbury, and summer festival season, where a series of bespoke copy lines based on festival fashion trends were served around busy London shopping centres. The OOH campaign debuted in June 2016 with a colourful takeover of Bond Street tube station escalators and tunnels leading to busy Oxford Street.
With such a broad demographic, the campaign was subject to rigorous testing across each kind of creative and placement. The beauty of almost the entire campaign being digital-based meant that we could quickly swap creative in or out of placements to react with audience behaviours.
The search-focused campaign tagline I wrote, 'Find your next great idea on Pinterest' has been integrated into the logout splash page of Pinterest's website, and now features across all global marketing collateral.