The Drum and Pinterest have partnered for the second yr working to launch a free-to-enter class at The Drum Awards for Digital Industries (DADIs) that can have a good time the very best and most inspiring makes use of of Pinterest, whether or not as a part of an built-in marketing campaign or standalone made for Pinterest method.
Constructing on the success of final yr’s winner GymShark – which leveraged Pinterest’s unique audience insights to ship a sensible technique that introduced it nearer to the neighborhood of ‘Pinners’ at a pivotal time throughout the Covid-19 lockdowns – manufacturers have been exploring new, modern ways in which faucet into the viewers insights and unlock the inventive alternatives out there on the platform over the previous yr, in line with Visha Naul, director of enterprise advertising EMEA at Pinterest.
The entry standards for the class this yr stays fairly broad to be able to have a good time all varieties of work submitted by manufacturers and companies – whether or not it has been to inform a full funnel strategic story or a one-off inventive storytelling activation.
Judges will reward work that features any of the next standards: utilizing Pinterest as a full-funnel resolution (from consciousness to conversion); use of insights and traits information; use of inventive advert codecs; greatest second impressed; newcomer to Pinterest; use of inspiration/storytelling; or always-on technique/long-term technique (minimal of two years).
“Many [brands and agencies] wouldn’t learn about these campaigns and the inventive makes use of of the platform except we showcase this sensible work,” says Naul. “I imagine awards are a extremely nice technique to enable the trade to gather numerous data, inspiration and concepts of what are the best-in-class examples. It solely felt proper to try to shine a lightweight on who these completely different manufacturers may very well be and provides individuals the chance to actually perceive what the alternatives are.”
“It’s been a tricky yr for the trade and we’re now ready of attempting to have a good time nice work,” says Naul. “That is the yr to say ‘sure’. Be happy with the work that you just ship and have a good time it. I’m hoping that we’ll be capable of present the judges some good strategic concepts that basically delivered impression. Right here’s your likelihood to show them one thing new.”
Your viewers is right here – they usually’re in all probability searching for you
On Pinterest, 97% of its high searches are unbranded, giving manufacturers a possibility so as to add to, and improve, the consumer expertise. As an audience-first platform, its current Inspiration Nation examine spoke to customers instantly to point out manufacturers that they’ve a spot on Pinterest as effectively.
“We wish to keep true to our proposition for manufacturers to cease interrupting and begin inspiring on our platform and actually assist manufacturers perceive that we’re all very completely different, which suggests your digital promoting must be very completely different,” says Naul.
Over the previous yr, Pinterest has launched new product options to make purchasing even simpler, together with Shoppable Adverts and Purchasing Record. It has additionally made a number of enhancements by testing augmented actuality (AR) capabilities and inked a Shopify partnership that expanded to 27 new international locations, giving companies of all sizes the chance to compete in the identical area.
What makes Pinterest actually distinctive from different platforms is its commercially-minded viewers, who use the platform from the second of inspiration proper by way of to buy. They transfer down the choice funnel in a method that’s associated to them, not anyone else, making the alternatives they need. Individuals on Pinterest are dictating their very own journey – simply as they do in actual life when strolling down a excessive avenue or selecting which TV present to look at.
“It’s a spot the place a really decision-oriented sort of viewers goes – they arrive on the platform pondering slightly bit about what they’re searching for, displaying up with intent, able to make choices and a constructive mindset to have the ability to do this,” says Naul. “That actually exhibits within the searches we get. The very nature of Pinterest is that it’s set as much as be this private expertise, not likely a social expertise.”
Wealthy information at your fingertips
The query for manufacturers is: the place do I match my buyer in that journey? “That’s the place viewers insights play such an essential function,” says Naul. “As soon as you determine what your viewers is and what they’re searching for, it’s about matching that up together with your methods in a sensible method. There are immersive methods of partaking together with your viewers and accessing wealthy information at your fingertips.”
Pinterest has additionally turned its focus to creators with the launch of Thought Pins, stitching collectively evergreen static and video content material to convey distinctive tales to customers and types. It is main the best way in relation to coverage to guard its standing as a user-first platform. This additionally consists of the Creator Code to guard and elevate creators from underrepresented communities, whereas sustaining Pinterest’s content material values to stay a constructive and galvanizing area.
“It is advisable to have belief as a digital platform,” says Naul. “Belief is the place your creativity can flourish since you’re speaking to individuals in the best way they wish to be spoken to. Prospects are savvy and other people know what they need. It’s not a lot about retargeting anymore. It’s about understanding your viewers and delivering what they need, the place they need it.”
Enter the ‘Finest Use of Pinterest’ awards class free of charge here earlier than the official entry deadline on August 5.