- Pinterest launched the newest installment of the “It’s Possible” integrated global campaign today focused on how people use the platform to find and experience new opportunities, places and concepts, based on information shared with Marketing Dive.
- The campaign, which was developed in-house, uses a mix of live-action, stop-motion and motion graphics. It will run in the U.S. and U.K. through November across TV, streaming, cinematic, digital, social and programmatic activations.
- The platform can be opening up a two-day pop-up in London, going down Sept. 29 and 30. “Possibility Place” will feature a corner shop, beauty bar and do-it-yourself store.
While Pinterest has fewer energetic users than the opposite major social media platforms, its users are inclined to be highly engaged and use Pinterest for inspiration in terms of cooking, travel and decor, amongst other categories. The new campaign makes essentially the most of this positioning by emphasizing how people use Pinterest to search out new ideas and put them into motion.
In a new thirty-second spot titled “Disco Treehouse,” a pair with two very different front room decor ideas use the platform to create an area each of them love. In “Tropical Getaway,” a lady uses Pinterest to plan her dream vacation.
A pop-up activation brings the platform to life, giving consumers a hands-on understanding of how they’ll use what they discover on the platform in real life. Activities will include mocktail making, getting a tattoo and upcycling home goods.
Pinterest’s sales increased 6% in the second quarter, with the corporate attributing the rise to gains with consumers and advertisers based on its efforts over the past yr to focus on the platform’s key differentiators.
Pinterest has taken many steps in recent years to broaden its utility to each consumers and advertisers. In 2022, the brand introduced an AR tool for home decor. In June, the platform doubled-down on vertical video because it continued to evolve its ad strategy.
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