People come to Pinterest with a unique mindset — they are ready to try, do and buy —which is why great ads are both expected and welcomed on the platform. Today, we are sharing new ways for brands to creatively inspire their audiences with compelling new ad formats that bring ideas to life: Idea ads and Idea ads with paid partnership. In addition, we are also launching the new paid partnership tool for creators, which allows them to easily tag their brand partners in their content. These new formats and tools are now available in over 30 countries around the world.
Immersive, fullscreen storytelling that delivers results
Idea ads are an immersive, multi-page format designed for advertisers to showcase ideas in action.. Shoppers can visit the brand’s website, get step-by-step breakdowns, view ingredients lists and materials, and so much more. Through video and image content, Idea ads offer advertisers a creative canvas to share all of the inspiration and information needed to turn inspiration into realization.
Idea ads don’t just inspire, they also help brands to stand out on Pinterest. People who saw Idea ads were 59% more likely to recall that brand (Source: Pinterest brand lift study, using campaigns that generated lift, global, Q4 2021-Q1 2022). And now, brands can scale that content to over 400 million monthly doers and makers on Pinterest.
Partner with expert creators to deepen connections
With Idea ads with paid partnerships, brands can partner with the most positive people on the internet - Pinterest Creators - to tell their story authentically and creatively. Businesses can collaborate with creators and produce immersive, interactive branded content that can be promoted to a wider audience.
Through the new paid partnership tool, creators can now tag brand partners directly in their content to showcase their sponsored relationship.When creators share ideas about brands, people get inspired to act on them, and that makes an impact. Brands that worked with creators saw 38% higher brand awareness and 37% higher Pin awareness (Source: Pinterest brand lift study, using campaigns that generated lift, global, Q4 2021-Q1 2022).
Advertisers around the world are seeing a boost to their business from Idea ads with paid partnership, including Gatorade and Scotch in the US, along with beauty brand Coty Canada and M.A.C. Cosmetics in Australia.
“Handing over the creative power to a Pinterest creator allowed for an authentic moment of fitness that could only come from that creator. It made our ads feel new, natural and engaging.”— Johanna Lugo, Marketing Assistant Manager, Gatorade.
“Pinterest is such a positive and inclusive platform where hundreds of millions of people around the world seek out ideas to inspire their future purchases. Inclusivity and diversity are core values of the M.A.C Cosmetics brand and so it was important for us to visualize this commitment on Pinterest by supporting and amplifying the faces and voices of diverse creators in our market. Utilizing Pinterest as a way to bring our brand together with creators who resonate with consumers provided us with an opportunity to reach new audiences with our inclusive content at the very moment they are seeking inspiration.” Jessica Travers, M.A.C Cosmetics Australia and New Zealand Consumer Marketing Manager.
These new features are also a part of Pinterest’s presence at Cannes this year, giving advertisers more creative tools to bring inspiration to realization. Read more about Pinterest’s return to the global advertising festival for the first time in three years.
Interested in Idea ads and Idea ads with paid partnership? Reach out to your account manager.