Pinterest Digital, Case study Your Next Great Idea [image] by Stink Studios

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Your Next Great Idea [image]

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Industry Mobile applications
Media Digital, Interactive & Mobile, Case study
Market United Kingdom
Agency Stink Studios
Released October 2016

Awards

Cannes Lions 2017
Media Excellence in Media: Excellence in Media Execution Bronze Lion

Credits & Description

Title: Your Next Great Idea
Agency: Stink Studios
Brand: Pinterest
Country: United Kingdom
Entrant Company: Stink Studios, London
Advertising Agency: Stink Studios, London
Media Agency: Mediacom , London
Production Company: Stink Studios, London
Creative Studio: Stink (Stink)
Media Agency: Mediacom (Mediacom)
Campaign Description:
Channel 4 gave us access to their top tier shows relevant to our target audience - women from 18 - 45.
Strategy:
Working alongside Mediacom and Channel 4, we took lines directly from shows that rate highly with the target audience, and transformed them into bespoke ads that played in the commercial breaks immediately after the line.
Outcome:
- After a month, spontaneous awareness doubled- At the end of the year, it was at 242% higher than launch- Ad awareness tripled- Pinterest as 'Great for useful everyday ideas' up by 60%- Intent to download Pinterest app increased by 132%
Execution:
In 6 months, we ran 32 unique contextual adverts across 8 different TV shows on Channel 4, with Mediacom. The partnership successfully changed the perception of Pinterest, from occasional use to a source for everyday ideas.
Synopsis:
Pinterest approached us with the challenge to shift perception in young women that Pinterest is not just for big projects, but for creative, useful everyday ideas too.
Relevancy:
This campaign combines Pinterest’s search data and Broadcaster audience insight to create a series of highly-targeted dynamic TVCs that played in the commercial breaks immediately after the line.