Our favourite 2018 Pinterest campaigns

Denim jacket
The House With a Clock In Its Walls

Universal Pictures promoted the release of The House With a Clock In Its Walls using Promoted Video at max width, which spans across Pinterest’s two-column grid. The result was an innovative, 'feed-breaking' approach that brought the film’s magic to the target audience: Families whose kids had just gone back to school for the autumn term.

The campaign also included several standard Promoted Videos that started with two, seemingly unrelated frames next to each other, and then surprised viewers with action that broke through the border, like magic.

Levi’s

People use Pinterest to discover and create their personal look: 55% of fashion Pinners use the platform to discover fashion and style products.1 That’s what makes the Styled by Levi’s® custom fashion finder such a perfect fit. Levi’s used the Pinterest Developer’s API and their own promoted content to build this tool.

The programme combines a visual style-selector with insights from people’s Pinterest activity to generate individual inspiration boards. Just two months after launch, thousands of boards were created, with balanced engagement between women (51%) and men (49%).2

FabFitFun

Delivering a parcel of goodies to subscribers’ doorsteps four times per year, the FabFitFun team is always looking ahead. It’s their job to know what’s next so that they can bring it to their customers first. For a 2018 special edition box timed with the Cannes Festival of Creativity, co-founder Katie Rosen Kitchens and her crew took inspiration from the Pinterest 100, our annual sneak peek into up-and-coming trends.

The result was a fun, forward-focused collection that included a sage-coloured vase (Pinterest home trend: sage), a metal-studded clutch (style trend: mixed metals), seaweed snacks (food trend: plant proteins) and coconut skin care products (wellness trend: cleansing oils), among other items. For even more new trends, check out the Pinterest 100 for 2019.

IKEA

The home furnishings retailer made a commitment to sustainability, and resolved to send 50% fewer catalogues by post in 2018. They applied the cost savings to inventing new ways to share content with customers, one of which was the 'IKEA Inspire My Home' campaign on Pinterest.

Fuelled by the Pinterest Developer’s API, the tool asks participants to choose 1 of 7 home photos that they like the best, then scans their Pinterest boards to analyse the styles, products and rooms that they pin most. The final product is a personalised board that not only helps people find the IKEA products that they’ll love, but also puts them within a few clicks of completing a purchase.  

Absolut Lime

To generate excitement about their new flavours, Absolut shook things up with a set of Promoted Video Pins that turned the standard, how-to cocktail recipe on its head. Instead of adding ingredients to a glass one by one, these videos deconstructed each recipe by tossing the various ingredients into the air and labelling them with overlay text that detailed out the recipe.     

Etsy

Etsy went out on a Christmas tree limb to help shoppers find the most special gifts this festive season using The Etsy Gift Finder, a custom gift-finding tool created in partnership with Pinterest. Shoppers swiped on Promoted Pins to activate the tool, then simply filled out the virtual gift tag with unique characteristics about who they were shopping for and received personalised and unique gift recommendations on Etsy.com.

Chase Bank and The Scott Brothers

In another win for personalisation, Chase Bank partnered with home renovation gurus Drew and Jonathan Scott. They built an interactive experience with the Pinterest Developer’s API to help people thinking about home renovation to take action on their dream projects. People answer questions about their dream project, and end up with a personalised Pinterest board that provides inspiration, tips and advice from Chase and the Scott Brothers.  

Inspired yet?

We hope so! We can’t wait to see what groundbreaking, bar-raising, envelope-pushing campaigns we’ll see this year. How will your brand stand out in 2019?

– Andy Holton, saving to Vacations

 

1Gfk, US, Pinterest in the Path to Purchase among its Weekly Users, December 2017

2Pinterest advertiser data, 2018