Pinterest launches new ad tools to help brands tap into product discovery
Pinterest has launched two ad tools, Idea Ads, and Idea Ads with paid partnership, as its newest ad format available for advertisers across countries.
Idea ads offer meaningful partnership opportunities for brands and creators to connect on the Pinterest platform. In addition, the company is also launching a new paid partnership tool for creators, which allows them to easily tag their brand partners in their content.
Idea Ads and Idea Ads with paid partnership
Idea Ads and Idea Ads with paid partnership are a creative, multimedia, multi-page format that combines video & images for a truly immersive, storytelling experience. Audiences can view a brand’s inspiring content, visit their site and follow step-by-step DIYs or demos all within the ad.
As well as this, Pinterest is making it easier for brands and creators to connect on partnership opportunities via a new paid partnership tool. This is a new way for creators to promote their brand partnerships, and it allows for advertisers to tap into Pinterest’s inspiring creator community and truly connect with their audience.
In addition, Idea Ads with paid partnership enables businesses to scale collaborative content beyond the creator’s audiences by promoting it to their target audiences and measuring performance on Pinterest’s ad platform.
Pinterest found that brands who worked with creators saw 38% higher brand awareness and 37% higher Pin awareness (Pinterest brand lift study, using campaigns that generated lift, global, Q4 2021-Q1 2022). For example, M.A.C. Cosmetics launched the very first Idea Ad with paid partnership campaign on Pinterest in Australia, showcasing the collaboration of M.A.C Cosmetics Studio Fluid Foundation and Gen Z beauty platform Centennial Beauty for Faces of Australia, a video/photo series that celebrated diverse beauty and reached new consumers looking to turn inspiration into action.
Immersive, fullscreen storytelling that delivers results
Idea ads are an immersive, multi-page format designed for advertisers to showcase ideas in action. Shoppers can visit the brand’s website, get step-by-step breakdowns, view ingredients lists and materials, and so much more. Through video and image content, Idea ads offer advertisers a creative canvas to share all of the inspiration and information needed to turn inspiration into realization.
Idea ads don’t just inspire, they also help brands to stand out on Pinterest. People who saw Idea ads were 59% more likely to recall that brand (Source: Pinterest brand lift study, using campaigns that generated lift, global, Q4 2021-Q1 2022). And now, brands can scale that content to over 400 million monthly doers and makers on Pinterest.
Partner with expert creators to deepen connections
With Idea ads with paid partnerships, brands can partner with the most positive people on the internet – Pinterest Creators – to tell their stories authentically and creatively. Businesses can collaborate with creators and produce immersive, interactive branded content that can be promoted to a wider audience.
Through the new paid partnership tool, creators can now tag brand partners directly in their content to showcase their sponsored relationship. When creators share ideas about brands, people get inspired to act on them, and that makes an impact. Brands that worked with creators saw 38% higher brand awareness and 37% higher Pin awareness (Source: Pinterest brand lift study, using campaigns that generated lift, global, Q4 2021-Q1 2022).
“Pinterest is such a positive and inclusive platform where hundreds of millions of people around the world seek out ideas to inspire their future purchases. Inclusivity and diversity are core values of the M.A.C Cosmetics brand and so it was important for us to visualise this commitment on Pinterest by supporting and amplifying the faces and voices of diverse creators in our market. Utilising Pinterest as a way to bring our brand together with creators who resonate with consumers provided us with an opportunity to reach new audiences with our inclusive content at the very moment they are seeking inspiration.” Jessica Travers, M.A.C Cosmetics Australia, and New Zealand consumer marketing manager.
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