How 3 brands used Pinterest Trends to connect with customers this summer
31 August, 2021 — Sehar Mahmood & Lyndsay McGregor
All kinds of people use Pinterest every month—over 450 million of them, in fact.1 But they all have one thing in common: they use Pinterest to plan and look forward. To their next purchase. Their next recipe. Their next project. Everything they do or see on Pinterest leads them closer to action.
And your brand can help inspire those decisions. Pinterest searches are like a window into the future, so we gain unique insight into what people want to do next—and you can use that insight to help plan your campaigns.
From crisp cocktails to scrumptious snacks, discover how three advertisers used trending searches to help Pinners plan this summer.
Summer sides
Sunny weather is barbeque weather and people on Pinterest love to fire up the charcoal. So much so that “barbeque party” and “sommer grillen rezepte” (summer barbeque recipes) were top trending search terms in Germany in June.2 For people in search of something a little more sophisticated than a burger in a bun, Barilla served up delicious recipes to pair with their pesto, like bruschetta with fresh goat cheese, grilled watermelon and fusilli salad.
Summer sips
It may be 5 o’clock somewhere but sometimes people want a refreshing drink they can enjoy no matter what time it is. As searches for “alkoholfreie sommergetränke” (alcohol-free summer drinks) jumped 228% YoY in Germany,3 Volvic was on hand with a variety of Pins promoting Volvic Tee, their reduced-sugar range of tea-infused mineral waters.
Pitcher perfect
When the temperature rises, nothing quite beats sipping a perfectly chilled glass of iced tea. So it’s no surprise that “getränke rezepte sommer” (summer drinks recipes)4 was a top trending search term in Germany throughout the season. That’s why spice manufacturer Ankerkraut launched a Trend Badge campaign to highlight their range of fruit teas to anyone looking to beat the heat.
People on Pinterest are always planning—and purchasing—for their next big thing. In fact, they’re 3x more likely than non-Pinners to say they’re always shopping.5 And they turn to brands and creators for new ideas. Is your product something they’ll want to show off? What meal can you help them serve? Show up where people are looking for inspiration and you can be just the thing they were looking for.
