VCU BRANDCENTER
Pinterest Presents
A campaign to get Pinterest users shopping on the platform with their newly implemented native shopping cart feature.
Role
Experience Designer
Skills
Product Design
Motion Design
Strategy
Duration
Oct - Dec ‘21
Overview
Pinterest is undoubtedly the drawing board where users plan and organize their ideas, gather inspiration and shopping options. With their recently implemented shopping cart feature, Pinterest tasked our team at VCU Brandcenter to reimagine how consumers approach holiday shopping and e-commerce.
CHALLENGE
How can we get Pinterest users to start shopping in-app during the holidays?
OPPORTUNITY
Create a campaign to spread awareness of Pinterest’s new shopping feature and unique capabilities, to get users excited about holiday shopping.
Strategy
ANALYTICS
About 90% of active pinners use Pinterest for inspiration on their path to purchase, and 77% have discovered a new brand or product while on the platform. Over 80% of these users have also leveraged Pinterest when actively considering a product but are still undecided. However, almost all users switch platforms to actually make their purchase.
INSIGHT
Pinterest has capabilities some users aren't aware of - their algorithm for recommended content, the "lens" to help identify products, and most recently, their native checkout. As more social platforms launch shopping features - pushing a mindless, "click-buy", instant gratification mindset - Pinterest has a chance to demonstrate why they should be the go-to holiday shopping app.
TARGET AUDIENCE
After researching Pinterest’s user base and evaluating holiday shopping trends, we gathered that our target audience are early movers. This group consists of perfectionists who start their holiday planning in advance, making gift purchases throughout the year. Despite their meticulous approach, sometimes they have trouble finding gifts for friends and family.
Solution
Pinterest Presents is a holiday campaign to bring the joy of the in-person shopping experience to Pinterest. From the hunt of finding the right gift for everyone, to the joys of browsing 5th avenue window displays, this campaign will spread awareness of Pinterest's powerful shopping tools with several executions.
GIFTS FOR OTHERS
In highly populated cities, OOH ads can feature holiday personas that are sometimes impossible to find the right gift for. By scanning the ad with the Pinterest lens, users will be brought to the Pinterest shopping list curated for that person. In-app, these boards can also be featured within the Pinterest search tab under shopping spotlight.
Shopping Spotlight
Out of Home Ads
EXTENDED REALITY
Brands can partner with Pinterest to create special pins with extended reality store displays. Within select pins on brand profiles and the search feed, Pinterest could allow users to “step in” to each environment and add items to their cart while giving them a heightened sense of the products.
This particular feature could be heavily leveraged within their top category, home decor, with 3.37 billion search clicks in 2021.
Brands could also “hide” products exclusive to Pinterest within this immersive experience, motivating users to search and engage while having fun.
GIFTS FOR YOU
Leveraging Pinterest Predicts, a powerful trends report compiling user data over the course of the year, Pinterest can create recommended shopping boards in time for the holidays for each of their pinners, calling them their “Pinterest Presents”. Users can share their Pinterest Presents board on social, sparking a user-generated campaign and spreading awareness of the new shopping feature.
Results
Shortly after our presentation to Pinterest, they launched a new augmented reality feature, “Try On” pins, allowing users to see what furniture or home items would look like within their own space. They found users are 5X more likely to purchase from these enhanced pins than standard pins. Since then, Pinterest has also launched a feature allowing users to place multiple products in “Collages”, providing real-life context and bringing a more immersive element to shopping on Pinterest.
2024 by Brooke Beam
bsbeam25@gmail.com
VCU BRANDCENTER
Pinterest Presents
A campaign to get Pinterest users shopping on the platform with their newly implemented native shopping cart feature.
Role
Experience Designer
Skills
Product Design
Motion Design
Strategy
Duration
Oct - Dec ‘21
Overview
Pinterest is undoubtedly the drawing board where users plan and organize their ideas, gather inspiration and shopping options. With their recently implemented shopping cart feature, Pinterest tasked our team at VCU Brandcenter to reimagine how consumers approach holiday shopping and e-commerce.
CHALLENGE
How can we get Pinterest users to start shopping in-app during the holidays?
OPPORTUNITY
Create a campaign to spread awareness of Pinterest’s new shopping feature and unique capabilities, to get users excited about holiday shopping.
VCU BRANDCENTER
Pinterest Presents
A campaign to get Pinterest users shopping on the platform with their newly implemented native shopping cart feature.
Role
Experience Designer
Skills
Product Design
Motion Design
Strategy
Duration
Oct - Dec ‘21
Overview
Pinterest is undoubtedly the drawing board where users plan and organize their ideas, gather inspiration and shopping options. With their recently implemented shopping cart feature, Pinterest tasked our team at VCU Brandcenter to reimagine how consumers approach holiday shopping and e-commerce.
CHALLENGE
How can we get Pinterest users to start shopping in-app during the holidays?
OPPORTUNITY
Create a campaign to spread awareness of Pinterest’s new shopping feature and unique capabilities, to get users excited about holiday shopping.
Strategy
ANALYTICS
About 90% of active pinners use Pinterest for inspiration on their path to purchase, and 77% have discovered a new brand or product while on the platform. Over 80% of these users have also leveraged Pinterest when actively considering a product or service but are still undecided. However, almost all users switch platforms to actually make their purchase.
INSIGHT
Pinterest has capabilities some users aren't aware of - their algorithm for recommended content, the "lens" to help identify products, and most recently, their native checkout. As more social platforms launch shopping features - pushing a mindless, "click-buy", instant gratification mindset - Pinterest has a chance to demonstrate why they should be the go-to holiday shopping app.
TARGET AUDIENCE
After researching Pinterest’s user base and evaluating holiday shopping trends, we gathered that our target audience are early movers. This group consists of perfectionists who start their holiday planning in advance, making gift purchases throughout the year. Despite their meticulous approach, sometimes they have trouble finding gifts for friends and family.
Strategy
ANALYTICS
About 90% of active pinners use Pinterest for inspiration on their path to purchase, and 77% have discovered a new brand or product while on the platform. Over 80% of these users have also leveraged Pinterest when actively considering a product but are still undecided. However, almost all users switch platforms to actually make their purchase.
INSIGHT
Pinterest has capabilities some users aren't aware of - their algorithm for recommended content, the "lens" to help identify products, and most recently, their native checkout. As more social platforms launch shopping features - pushing a mindless, "click-buy", instant gratification mindset - Pinterest has a chance to demonstrate why they should be the go-to holiday shopping app.
TARGET AUDIENCE
After researching Pinterest’s user base and evaluating holiday shopping trends, we gathered that our target audience are early movers. This group consists of perfectionists who start their holiday planning in advance, making gift purchases throughout the year. Despite their meticulous approach, sometimes they have trouble finding gifts for friends and family.
Solution
Pinterest Presents is a holiday campaign to bring the joy of the in-person shopping experience to Pinterest. From the hunt of finding the right gift for everyone, to the joys of browsing 5th avenue window displays, this campaign will spread awareness of Pinterest's powerful shopping tools with several executions.
Solution
Pinterest Presents is a holiday campaign to bring the joy of the in-person shopping experience to Pinterest. From the hunt of finding the right gift for everyone, to the joys of browsing 5th avenue window displays, this campaign will spread awareness of Pinterest's powerful shopping tools with several executions.
GIFTS FOR OTHERS
In highly populated cities, OOH ads can feature holiday personas that are sometimes impossible to find the right gift for. By scanning the ad with the Pinterest lens, users will be brought to the Pinterest shopping list curated for that person. In-app, these boards can also be featured within the Pinterest search tab under shopping spotlight.
Shopping Spotlight
GIFTS FOR OTHERS
In highly populated cities, OOH ads can feature holiday personas that are sometimes impossible to find the right gift for. By scanning the ad with the Pinterest lens, users will be brought to the Pinterest shopping list curated for that person. In-app, these boards can also be featured within the Pinterest search tab under shopping spotlight.
Shopping Spotlight
Out of Home Ads
Out of Home Ads
EXTENDED REALITY
Brands can partner with Pinterest to create special pins with extended reality store displays. Within select pins on brand profiles and the search feed, Pinterest could allow users to “step in” to each environment and add items to their cart while giving them a heightened sense of the products.
This particular feature could be heavily leveraged within their top category, home decor, with 3.37 billion search clicks in 2021.
Brands could also “hide” products exclusive to Pinterest within this immersive experience, motivating users to search and engage while having fun.
EXTENDED REALITY
Brands can partner with Pinterest to create special pins with extended reality store displays. Within select pins on brand profiles and the search feed, Pinterest could allow users to “step in” to each environment and add items to their cart while giving them a heightened sense of the products.
This particular feature could be heavily leveraged within their top category, home decor, with 3.37 billion search clicks in 2021.
Brands could also “hide” products exclusive to Pinterest within this immersive experience, motivating users to search and engage while having fun.
GIFTS FOR YOU
Leveraging Pinterest Predicts, a powerful trends report compiling user data over the course of the year, Pinterest can create recommended shopping boards in time for the holidays for each of their pinners, calling them their “Pinterest Presents”. Users can share their Pinterest Presents board on social, sparking a user-generated campaign and spreading awareness of the new shopping feature.
GIFTS FOR YOU
Leveraging Pinterest Predicts, a powerful trends report compiling user data over the course of the year, Pinterest can create recommended shopping boards in time for the holidays for each of their pinners, calling them their “Pinterest Presents”. Users can share their Pinterest Presents board on social, sparking a user-generated campaign and spreading awareness of the new shopping feature.
Results
Shortly after our presentation to Pinterest, they launched a new augmented reality feature, “Try On” pins, allowing users to see what furniture or home items would look like within their own space. They found users are 5X more likely to purchase from these enhanced pins than standard pins. Since then, Pinterest has also launched a feature allowing users to place multiple products in “Collages”, providing real-life context and bringing a more immersive element to shopping on Pinterest.
2024 by Brooke Beam
bsbeam25@gmail.com
Results
Shortly after our presentation to Pinterest, they launched a new augmented reality feature, “Try On” pins, allowing users to see what furniture or home items would look like within their own space. They found users are 5X more likely to purchase from these enhanced pins than standard pins. Since then, Pinterest has also launched a feature allowing users to place multiple products in “Collages”, providing real-life context and bringing a more immersive element to shopping on Pinterest.
2024 by Brooke Beam
bsbeam25@gmail.com