Pinterest has launched an international digitally-focused campaign promoting its full suite of products for brands wanting to convert users into buyers. The “P is for Performance” campaign is targeting Canadian advertisers and marketers with eight spots of varying lengths under 30-seconds. The video ads are running on the Pinterest Business site landing page and homepage, organic social media including LinkedIn and X, business email and its regional newsletter. The campaign is running through to April 30.
People visit Pinterest to discover new brands and products, making it an effective vehicle for raising awareness of brands. With the “P is for Performance” campaign, Pinterest wants to let brands know that it is a full-funnel vehicle that boosts conversion, grows traffic and measures results. According to Pinterest, it is a Gen Z-favoured platform where nearly half a billion people go to search, save and shop every month – and sees as much as a 28% increase in conversions and up to a 96% increase in traffic for advertisers.
The ads have an action movie look featuring two over-the-top heroines dodging dangers while discussing how modern advertisers crave a performance-based ad platform that’s not beholden to a duopoly and can boost conversion rates and increase traffic. The spots were created by Pinterest’s House of Creative team under the guidance of internationally-known commercial director Tim Godsall.
Performance products emphasized in the campaign include mobile deep links, which allow merchants to direct people to a specific page on their app to buy their products or take other actions via mobile devices. Direct links create a seamless handoff for advertisers by taking users to an advertiser’s product page in just one click.
The Pinterest API for Conversions enables advertisers to send conversions directly to Pinterest via a secure server-to-server connection to provide better reporting visibility and shopping ads, which help brands engage with customers while those users are still looking for inspiration on Pinterest.
