F.Y.I.

Big W partners with Pinterest for new spring collection campaign

Big W and Carat have partnered with Pinterest for Big W’s new spring collection campaign, utilising Pinterest’s trend insights.

The announcement:

BIG W has partnered with Pinterest to launch its new spring collections campaign that was entirely shaped from key insights of what Pinterest users in Australia have been searching for on the platform ahead of the season. Their campaign will mark the first time BIG W is using Pinterest’s trend insights to provide people with ideas for how to bring to life products from their latest collections.

Pinterest recently introduced Trend Badges, a new trend based ad solution that is enabling brands like BIG W to reach consumers when they’re considering which ideas to try and what products to purchase.

The Pinterest Trends Badge program is an insights-driven ad solution that enables brands to reach consumers with the most inspiring content that stands-out and provokes action. Pinterest Trends are a strategic way for brands to tap into the top themes and ideas that Pinterest users are searching for during key seasonal moments. With the Pinterest Trend Badge, advertisers now have the opportunity to own a particular trend on Pinterest, giving them special authority and a ‘stamp of approval’ as the only brand to have the Trend Badge on Pins for the trend 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.

From fitness to interiors, BIG W and their agency partner Carat collaborated with Pinterest, to use trending search terms to spotlight matching products from the spring collection. Trends such as home “workout programs” is up 365% year over year as well as inspiration for how to improve outdoor spaces (searches for “outdoor alfresco ideas” are up 988% year over year) and refresh interiors (searches for “beachy aesthetic” are up 236% YoY). Recently launched, this insights-driven experience brings the work of a spring refresh to life with the most relevant and of-the-moment spring ideas on Pinterest.

“Our spring campaign is all about inspiring customers to step into spring with style by showcasing key products from our gorgeous new season range. Utilising Pinterest’s trend insights we were able to reach audiences with our on-trend solutions at the very moment they were seeking inspiration,” said Alice Harrison, Social Media Manager 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, commercially-minded audience on the platform. In fact, 83% of Australian users say they’re influenced by Pinterest when they’re researching for an upcoming purchase. Pinterest users are also planners, which is why Pinterest sees searches for seasonal moments such as spring start increasing before August. Pinterest is collaborating with businesses to share trend insights to help brands inspire purchasing decisions, increase engagement and reach consumers right when they’re planning to take action on their next dream ideas.

Source: Weber Shandwick media release

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