Country Road introduces new summer campaign, in partnership with Pinterest
Retailer Country Road has partnered with Pinterest, to unveil its summer campaign, leveraging Pinterest insights and trends to engage consumers.
As part of the launch, the brand created ‘The Country Road House’, a first-of-its-kind co-branded experience crafted for creators and influencers to intimately explore the new collection, aligned with Pinterest trends.
Country Road has developed a campaign on Pinterest, using the platform’s new Spotlight feature, as well as a new TVC that launched Sunday night.
The Country Road House
The campaign also utilises Pinterest’s recently announced interactive ad units, that showcase ads to help drive consumer consideration.
At ‘The Country Road House’, Pinterest creators were invited to help create unique experiences for attendees, leveraging Pinterest trends to showcase ‘what’s hot’ for consumers, including Christmas dinner party table decor and mobile cocktail bars (both up 4x in recent searches), Christmas grazing tables (up 3x in searches), and Christmas mocktails (up 2.5x in searches).
Celebrations and seasonal moments are key to Pinterest’s unique positioning for advertisers, and ‘The Country Road House’ aimed to showcase this via these trends.
Pinterest Australia’s head of retail, Lottie Laws, said: “Country Road’s festive campaign highlights the power of Pinterest and the synergy that is possible when advertisers align content and marketing calendars with when Pinners are most engaged with different topics.”
The Christmas dinner party decor
“Pinterest is the only platform where shopping is a natural fit and a main user behaviour – more than half of our users see it as a place to shop,” Laws continued.
“With ‘The Country Road House’, and the wider campaign, consumers will be able to discover a new way to elevate their celebrations and seamlessly shop it into reality.”
Brand marketing manager at Country Road, Charlie Watt, added: “We were thrilled to bring to life select elements of our summer campaign through our collaboration with Pinterest, seamlessly merging valuable digital insights to offer our customers a tangible real-world manifestation of trending search terms.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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