Pinterest trend data helped Pledge® reach a younger demographic in real time.
It all started with a question. Before they kicked off a new campaign to reach younger consumers, Pledge® asked Pinterest to share the platform’s latest trends for surfaces like countertops, floors and appliances.
What they heard back sparked a ton of new ideas. Because for every trending material Pinterest identified, Pledge® already had a product to clean it. That match-up gave Pledge® the perfect idea for their next campaign.
The data behind design
For The Trendiest Apartment campaign, Pledge® decided to decorate a single apartment multiple times in a day. Their goal: show that Pledge® products help you create perfect surfaces all around the house, no matter what’s trending or your taste in home decor.
First, the team set up a physical “apartment” studio that would serve as a blank canvas. Then, they used the Pinterest Trends tool to find emerging home decor trends, like “Nordic interiors” and “Zen rooms.” Next, they searched Pinterest to see how each trend showed up in different rooms: kitchen, living room, bedroom.
Throughout the day, the team redecorated the apartment 12 different times. Every round of decorating was inspired by real-time Pinterest trends, as seen in Pinterest search traffic. The stylists pulled search data, decorated, polished every surface—and then started all over again.
Pledge® ran real-time video ads so people could see the decorating in action. When people clicked on an ad, they were directed into a Pin Extension microsite. There, they could watch live video or interact with a Pinterest board being curated in real-time.
Results and next steps
The Trendiest Apartment boards saw over 128 million impressions in the ten months since the event—radiant results from a trailblazing campaign.1
Even more valuable was the one-day-only experience that Pinners can keep discovering on Pinterest, expanding Pledge’s® reach to even more people.
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Pinterest’s data on emerging home decor trends let us visualize and bring them to life in real time, providing a first-in-market opportunity highlighting that Pledge® cleans your apartment, no matter what home décor style is trending.”
Pledge®
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
1.
Learn about emerging trends in your industry from the Pinterest Trends tool. What you find might spark your next campaign idea.
2.
Expand the real estate within your Pins using a Pin Extension, which allows people to engage with your content by clicking or swiping into an immersive experience.