Everyone loves their pets. But they don’t love the messes—and that’s where iRobot comes in. The maker of Roomba® robot vacuums knew that pet parents on Pinterest are 2x more likely than those not on the platform to discover a new product or brand.¹ So, they leaned into their existing pet strategy even further with the Pinterest Trend Badge.

This campaign’s timing couldn’t have been better. Pinterest insights showed that more pet parents were turning to the platform for interior design ideas centered on pets. This emerging trend, called Barkitecture, was included in the 2022 Pinterest Predicts report. For iRobot, this provided the perfect opportunity to invest in ads for their newest robotic vacuum model, specifically designed with pets in mind.

The perfect companion for pet parents 

iRobot partnered with Pinterest and their agency Digitas to incorporate the Barkitecture trend into their next Pinterest awareness campaign. They invested in the Barkitecture Pinterest Trend Badge to appeal to pet parents who want to keep their homes clean. This gave iRobot the right to use a specific, Pinterest branded Trend Badge on ads in this campaign. 

iRobot wanted to reach pet parents looking for new cleaning solutions. A mix of static and video assets featured the Roomba® j7+ robot vacuum, which was specifically designed for cleaning up pet fur (and around solid pet waste). The campaign creative showed that iRobot is perfect for keeping homes and spaces fresh, even with furry friends.  

Using the Barkitecture trend and Trend Badge on their Pins helped iRobot really stand out in people’s searches and feeds. They were able to show that iRobot products help pet parents uplevel their homes, all while keeping things tidy and clean.

The paw-fect partner

The iRobot team found Pinterest to be the perfect platform for gaining new pet parent customers to invest in their cleaning devices. Ads featuring the Barkitecture Trend Badge performed very well, with a 2.4x higher clickthrough rate for consideration ads with the Trend Badge, compared to industry benchmark.² 

Now, the brand will look into other trend-based marketing opportunities. They’re excited to lean into trends from the 2023 Pinterest Predicts report for their next campaign and they’re also looking forward to finding new ways to advertise to other niche audiences on Pinterest.

Tips for your next campaign

Try these Pinterest best practices to get more out of your ads:

1. Look at the annual Pinterest Predicts trend forecast to figure out what your audience will want next. On Pinterest, trends take off faster and last longer than on any other platform.³ So, your ads will have a longer lifespan, inspiring all kinds of people on Pinterest. 

2. Participate in the Pinterest Trend Badge program to grab your audience’s attention. People come to Pinterest to find inspiration for their next big project or purchase, so they’re constantly on the lookout for the latest trends. Owning a Trend Badge will give you a leg up in the purchasing phase.

3. Target audiences with specific interests that align with your brand so that your ads land in front of the right audience. Think about all the ways people use your products, and who you might reach as your next audience segment.