Mediahub

London

It’s Possible

Pinterest is the home of inspiration, a hub of online ideas for fashion, beauty, home decor and more. Pinterest faced a challenge - converting those users from planning one-off big life moments, into everyday visitors who use Pinterest to power-up their day-to-day creativity.

To shift user behaviour, we needed to raise awareness and drive comprehension of Pinterest’s everyday use-cases, focused on younger, creatively active audiences who are leading the cultural zeitgeist.

Challenger Thinking

To drive creative curiosity, we developed a strategy aimed at Keeping Your Momentum; a multi-channel media campaign with touchpoints throughout the creative process, for inspiration to activation, delivered via three key pillars:

Be the Kickstarter - Position Pinterest as the ‘official start of everything’. Transform trigger moments into project start moments
Be the Hype Wo/man - Tap into digital signals of SOS, position the platform and its features as cures to a lack of momentum
Be the Process - Create mechanisms for engagement to drive repeat visits. Reinforce action through frequency to help complete the process

But how to achieve a task as ambitious as positioning Pinterest as the start of everything?

Introducing Possibility Place, a two-day experiential OOH wonderland in London’s Covent Garden, bringing the endless array of inspiring, everyday beauty, food and home inspiration ideas found online into the world of the familiar, via a reimagination of a typical local corner shop. Interrupting our audience’s media routine, Possibility Place brought the Pinterest user experience to life by melding the ordinary with the extraordinary to unlock the magic of the everyday. This exciting pop-up provided the perfect platform for visitors to discover Pinterest’s new ‘It’s Possible’ brand campaign through a real life activation.

Possibility Place was amplified via a multi-channel media campaign

Kickstarting inspiration moments on BVOD by appearing in creativity-provoking TV programming, tapping into moments of creative curiosity, inviting action via takeover formats when content was paused.

Interrupting the digital doomscroll by hijacking feeds through unexpected social interactive formats and native-first creative (eg Snap AR Lens and TikTok Influencer creative in partnership with TTCX).

Championing the “How To” with partners including Azerion, Teads and InMobi, delivering programmatic takeovers to audiences seeking creative assistance, while providing a “When To” nudge to audiences who’d begun (but not finished) their creative journey via data-led retargeting traded through TTD DSP.

The campaign successfully delivered objective-beating results across core KPI goals, with a tremendous response for Possibility Place as the kickoff point for the creative journey.