Wayfair Professional
To reach more interior design professionals, Wayfair Professional created a campaign that revolved around a jazzy new trend from Pinterest Predicts.
Goal
Wayfair Professional, a free membership program for interior designers, wanted to find more new customers—and saw trends as a way in to do so. In a competitive market, the team knew that their ability to anticipate and deliver on design trends could really help them build stronger audience connections.
Enter Pinterest Predicts, an annual trend report that looks ahead into the coming year. The 2024 edition named Jazz Revival an up-and-coming decor style, offering Wayfair Professional a ready-made platform to amplify their message.
Strategy
Wayfair Professional executed an omnichannel campaign centered on the Jazz Revival trend, blending branded content, creator partnership and even in-person events at Wayfair’s first physical store.
Their strategy went beyond the products themselves, positioning Wayfair Professional as a tastemaker in the interior design community. To ensure a seamless experience, the brand created curated landing pages featuring Pinterest’s Trend Badges, which linked online inspiration to real products and design ideas, reinforcing Wayfair Professional as a valuable resource for professional designers.
“
Co-marketing with Pinterest trends has helped reinforce our own role as a go-to tastemaker in the industry. The Jazz Revival trend was the perfect way to raise awareness and engage with interior designers, one of our target audiences.”
Amanda Evans
Head of B2B Brand Marketing, Wayfair
Results
For Wayfair Professional, the campaign didn’t just help drive metrics—it solidified their status as tastemakers in the design industry. The campaign achieved an 8.4-point lift in brand favorability among designers as a whole, bringing a significant boost in their perception as a go-to resource for interior design.1
Their multi-layered strategy brought strong results, too. “Trending now” ads helped drive a 5.4-point lift in ad recall, while the creator content played a significant role improving brand favorability.1 Altogether, the campaign showed the power of Wayfair Professional’s strategy—and the power of trends.
2.9
point lift in purchase intent1
8.4
point lift in brand favorability among professional designers1
Resources
Explore new angles with Pinterest Predicts
Trends can help you find new ways into reaching your audience and telling your brand’s story. Learn how to use the trends for your business, and check out the 2025 trends.
Find the right partner
Creating a winning omnichannel campaign is easier with an extra hand. From creative assistance to measurement expertise, explore our list of vetted partners to see which ones can bring your vision to life.