What brands like MAC to Myer can teach us about user insights
A captive audience, scrolling expectantly, awaiting inspiration, and ready to click that ‘buy now’ button. This sounds like every marketer’s dream. A dream that, more often than not, remains elusive.
Despite the increasing cacophony of noise and distraction across the web and social media today, Pinterest as a personal media space, with over 400 million monthly active users, is fast becoming the ideal oasis for advertisers to engage and delight their audience. Serving up just what they want, exactly when they need it.
Leading brands like Myer, Mac, Modibodi understand that knowing your audience through rich data via Pinterest insights will show they can stay relevant to the people they want to reach and achieve greater success on the platform – let’s take a look how.
How Myer pivoted during the pandemic
Planning media campaigns in 2020 required nothing short of a crystal ball. It was impossible to anticipate how consumers were likely to behave from one week to the next using standard techniques and short terms trends data. Pinterest’s uniquely rich user insights spans the consumer behaviour and notable life moments of gen Z to boomers. Pinners are planners, searching for inspiration to bring their goals and aspirations to life; far in advance.
Through 2020 Pinterest user insights proved a lifeline to brands. For example, as the nation spent more time indoors, searches on the platform shot up for terms like ‘luxury bedroom design’ up 4x ‘bedroom inspiration master’ increasing 17x and ‘aesthetic room ideas’ rising by 12x.
Australia’s largest department store, Myer, was able to take these searches and inspire their customers in a timely way with relevant ad results.
MAC inspiring self expression
Over and above home improvement, Pinterest users are seeking ways to look and feel good. As a personal media platform, Pinners are proactively creating a world where they self define and take charge of self expression on their own terms. There was illustrated through a surge in trending beauty related searches like ‘glow up checklist’ up 15x and ‘eye make up art’ up by 475%.
Bringing inspiration to consumers is a way brands can effortlessly build an emotional connection that fosters trust. And every marketer knows the intangible value of building trust and influence with their audience. In fact 83% of weekly users have made a purchase based on the content they see from brands on Pinterest.
How Modibodi tapped into the positivity of Pinners
Modibodi is another brand deeply connected to the cultural zeitgeist and leaning into core values that matter to its audience. It understands the benefit of showing up where their key target segments seek to feel positive and empowered. They leaned into insights around popular search terms like ‘positive quotes motivation’ up 464%, designing a campaign that aligned with the feel-good factor and confidence that came with wearing their period and leak-proof underwear. Putting body positive models front and centre in their advertising creative further added positive brand awareness, inclusive representation and relevance with a world of existing and new customers.
A spokesperson from Modibodi said:
“We see Pinterest as a source for pure inspiration and visual browsing, away from the distractions of friend updates, news and opinions that you have through other social media platforms. This is where the opportunity for Modibodi exists on the platform – to inspire a new way to think about period and leak management, challenging the habits and “norms” of just using a disposable product like pads or tampons. Throughout this time, people have turned to Pinterest to find positive messages, stories and inspirational content to keep entertained, and that’s why we use Pinterest.”
This is just a snapshot of how brands have used Pinterest insights to connect with audiences at each stage of the marketing funnel and influence buying decisions. Searches on the platform are so on point that they can predict trends before they become a reality. It’s time your brand stopped interrupting and started inspiring.
- Source: Changes are calculated using UK normalised searches by Pinners in UK between August 14, 2020 and September 14, 2020 compared to August 14, 2019 and September 14, 2019.
- Source: Changes are calculated using UK normalised searches by Pinners in UK between August 14, 2020 and September 14, 2020 compared to August 14, 2019 and September 14, 2019.
- Gfk, US, Pinterest Path to Purchase Study among Weekly Pinners who use Pinterest in the Category, Nov 2018
- Source: Changes are calculated using UK normalised searches by Pinners in UK between August 14, 2020 and September 14, 2020 compared to August 14, 2019 and September 14, 2019.