MADE.COM has launched its very first Idea Ads with Paid Partnership campaign on Pinterest, the first brand to do so in the UK.
To support its ‘Never Ordinary’ brand campaign, the MADE’s first collaboration with creators on the platform, aims to inspire Pinners to realise their home’s true potential through styling unique spaces in the house with bright and colourful touches.
We are delighted to be partnering with Pinterest for our Never Ordinary campaign. Handing over the creative power to two brilliant Pinterest creators known for their colourful interior inspiration has helped shape up authentic content that could only come from creators who understand our audience. Utilising Pinterest to closely collaborate with creators has provided us with an opportunity to reach new audiences at the very moment they are seeking inspiration for their own home.– Natasha Billing, Marketing Director, MADE
Home decor is the top category on Pinterest with millions of Pinners coming to the platform every month to search and shop inspiration. Pinterest has seen 30% search uplift for ‘colourful living rooms’ and 60% increase in maximalist decor’ this past month, making it the ideal platform for MADE to reach consumers who are actively seeking interior inspiration for their homes.
MADE has already established a solid presence on Pinterest with inspiring interior content but saw an opportunity to become the first UK brand to launch a creator-brand campaign on the platform. The one-of-its-kind project showcases the collaboration of MADE and two interiors UK creators Kerry Lockwood and Little Big Bell, who were both invited to style the studio at MADE to produce Idea ads that showcase their very own styling tips for different areas of the house.
Pinterest recently launched Idea Ads with Paid Partnership as a new ad format that enables businesses to promote a creator-produced Idea Pin. With the paid partnerships tool, businesses can now collaborate with a creator to produce immersive, interactive branded content that consists of images and videos to tell a story and inspire the creator’s audience to action. It also provides businesses with the ability to scale collaborative content beyond the creator’s audiences by promoting it to their target audiences and measuring performance on Pinterest’s ad platform.