Bell Media strikes broadcast partnership with Pinterest

The new collaboration opens the doors for brand broadcast or social media opportunities.

It’s been 10 years for Bell Media original The Marilyn Denis Show, but the daytime talk show is still trying new things. The series has entered into the first-ever Canadian broadcast partnership with social network and visual discovery app Pinterest.

The collaboration includes a new show-branded Pinterest profile with regular updates and curated boards connected to in-show and digital content. There will also be weekly broadcast promotion of the show’s Pinterest profile.

Content is divided into different boards including Recipes, At Home, Health and others. Pins within each board will link to show content – like “How to Fold a Fitted Sheet Like a Pro“ on the At Home board.

Justin Stockman, VP of brand partnerships and client strategy tells MiC that the partnership “helps open the door for brands to work with the show on the Pinterest platform for new and innovative custom-branded content opportunities.”

In addition to branded opportunities, Pinterest’s algorithm also features relevant Pins in the “related Pins” section. For example, under the fitted sheet article, there are a number of relevant Pins for people looking for housekeeping help, including a branded “How to Dust Everything” guide sponsored by Swiffer, and a Pin promoting Casper mattresses.

The partnership runs through to the end of the year. During that time, four in-show Pinterest segments will air. Each in-show segment theme is inspired by Pinterest 100: The top trends to inspire and try in 2020 and will direct viewers to the show profile. The first integrated segment, which aired May 15, Friday featured Alexis Honce with tips on Upcycling Fashion with items most women would already have in their closets.

Pinterest has more than 367 million users every month looking for recipes, DIY, travel, beauty and home decor ideas.

Last month, Pinterest partnered with another Canadian broadcaster, Corus, although this partnership was for an original social series, Made You Look.