How Pinterest Trends helped 6 brands inspire festive shoppers
17 दिसंबर 2021 — Sehar Mahmood & Lyndsay McGregor
Over 400 million people around the world come to Pinterest every month to plan and look forward.1 And when people engage with trends on Pinterest, they don’t just search for them once. They keep revisiting them, looking for different ways to apply these new ideas to all areas of their lives—and they want brands to help.
From party food platters to festive fashion, see how six advertisers used trending searches to help people on Pinterest end the year with a bang.
Bring the bling
Is there a better time than Christmas to indulge in some guilt-free gifting—or, better yet, self-gifting? When ‘fine jewellery’ was identified as a top search term in Germany2, Pandora used a range of static Pins to help people on Pinterest find the perfect piece for themselves, a friend or a loved one, from rings and necklaces to charms and bracelets, each one the ideal addition to a festive party outfit.
Christmas cheers
As people on Pinterest began to plan their Christmas parties, ‘hapjes’ (appetisers) became a top trending search term in the Netherlands3. Using a mix of static and video Pins, Birra Moretti showed Pinners how to start the night off right by serving their canapés with crisp, cool beer instead of traditional cocktails.
New classics
No meat? No problem! Christmas classics don’t have to fall by the wayside. As searches for ‘Christmas dinners’ soared 84x YoY in the UK4, Waitrose shared a recipe for a mushroom and chestnut wellington sure to turn the heads of vegetarians and omnivores alike.
People pleasers
Whether feeding the family or entertaining friends, old favourites never fail to impress when done right. A 13x increase YoY in searches for ‘party foods’ in the UK5 prompted Tesco to use video and static Pins to highlight their range of party food platters to Pinners, from spring rolls and gyozas to cheesecake and profiteroles.
Festive fashion
A little sparkle never hurt anyone, but a lot of sparkle can make any festive gathering—whether IRL or virtual—feel like an event for the ages. When ‘holiday hosting’ was identified as a top search term in the UK6, Kate Spade used static Pins to show Pinners how to shine bright this festive season.
Easy appetisers
After many virtual gatherings over the last two years, the idea of hosting a real-life event can be intimidating. So it’s no surprise that ‘Kerst hapjes tapas’ (Christmas snacks tapas) was a top trending search term in the Netherlands7. Luckily, Allerhande (Albert Heijn) was on hand to help people on Pinterest with recipes for a range of easy appetisers and finger food.
People come to Pinterest to plan what’s next in their lives: their next party, gift, outfit, and more. And because the platform plays such a personal role for shoppers, it makes a bigger impact. In fact, people on Pinterest are 2.2x more likely to say it turns their shopping ideas into reality (vs. non-Pinterest users who say the same about social media competitors)8. Show up where and when people are looking for inspiration and you can help them to find what they actually love.
