Pinterest chooses the UK to launch its first ever TV campaign in partnership with Channel 4 Ventures
Pinterest is a visual bookmarking tool for saving and discovering creative ideas.
• Location:
United Kingdom
• Founding year:
2009
• Status:
IPO
• Business model:
B2B2C
• Stage focus:
• Type of fund:
Pinterest is a visual bookmarking tool for saving and discovering creative ideas.
• Location:
United Kingdom
• Founding year:
2009
• Status:
IPO
• Business model:
B2B2C
• Stage focus:
• Type of fund:
Pinterest expanded to Europe in 2016 opening its EMEA office in Dublin, Ireland. As part of the company expansion plan into Europe, Pinterest chose the UK to launch its first ever TV campaign in partnership with Channel 4 Ventures. Their aim was to increase international growth for the business, with over half of Pinterest’s user base now outside the US.
We chose the UK on the ability to use different formats and to push boundaries. With our first ever advertising campaign, we really want to inspire the UK audience around the broad range of locally relevant ideas they can find on Pinterest for both their everyday and maybe not so everyday life moments.”- Ellie Donahue, ex-Head of Marketing.
The campaign was accompanied by an enhanced and tailored media strategy, focusing on driving conversions and showcasing the product's key features.
- Intent to download the Pinterest app increased by 132% for the core target group of women ages 18-44
- Spontaneous brand awareness was a staggering 136% higher after the campaign vs. a target of 20%
- The campaign was so successful it won a Bronze Lion at Cannes.
- Later on, Pinterest planned a TV campaign to launch in the US, thanks to the learnings in the UK.
