Big W partners with Pinterest for new Christmas collection campaign
Big W and Pinterest have partnered for a new Christmas campaign.
The announcement:
Australian retailer BIG W recently launched their next Trend Badge campaign on Pinterest to inspire shoppers who are heading to the platform for inspiration for decorating ideas ahead of the upcoming festive season. The new campaign was shaped by Pinterest’s insights from Pinterest Predicts 2022, which aligned with the four range themes that BIG W conceptualized for how to bring to life products from their seasonal collection, including Celestial Scandi, Fantastical Joy, Garden Tradition, and Island Beauty.
Pinterest’s Trend Badge is an insights-driven advertising solution that enables brands to tap into the top themes, with inspirational content and ideas that Pinterest users are searching for during key seasonal moments. Advertisers have the opportunity to own a particular trend on Pinterest and be the only brand to have the Trend Badge on Pins for the idea in that country. Trend Badges are an easy way for brands to inspire Pinterest users with the very ideas they are searching for with relevant, of-the-moment content.
For their early Christmas campaign, BIG W owned the trends Celestial Celebrations, Kidding Around, Limitless Luxe and Biophilic Design to spotlight matching products from BIG W’s 2022 Christmas Decor Solutions, including trees, ornaments, gifts and table decorations.
From themed celebrations to interiors, BIG W collaborated with Pinterest to use these trending search terms to spotlight similar products from their Christmas collection. Trends such as “sun themed birthday party” are up 3x year over year as well as inspiration on celestial themed decorations (searches for “star themed party” and “moon party decorations” are both up 140% YoY) and nature-inspired interiors (searches for “floral ceiling” are up 3x and “biophilic design bedroom” are up 100% YoY).
Pinterest Predicts is Pinterest’s annual trends report that helps inform brands and retailers such as BIG W about what’s trending with their audiences across home, beauty, fashion, food, wellbeing, parenting, travel, design and more. Pinterest trends, including those from Pinterest Predicts, are a strategic way for brands to tap into the top themes and ideas that Pinterest users are searching for during key seasonal moments.
“Our aim for this year’s Trends Badge was to inspire and engage shoppers who are in the planning mindset, showcasing key products from the new Christmas range. After the great success of our last Trend Badge campaign in 2021, we were excited to work with Pinterest again, this time using Pinterest Predicts insights. We chose these four key trends as they resonated most with BIG W’s latest Christmas decorating themes, and fit well with the interests of our target audience.” – Stephanie Denman, marketing manager, campaigns at BIG W.
“Pinterest has always been a destination for shopping, and retailers such as BIG W are able to reach a uniquely decision-oriented and commercially-minded audience on the platform. Pinners are planners, which is why Pinterest sees searches for seasonal moments like Christmas increase two to three months before the holiday. BIG W’s campaign is an example of how retailers can take advantage of Pinterest’s trend insights to get in front of festive shoppers at just the right moment.” – Lottie Laws, sales director at Pinterest.
Source: Weber Shandwick
