B&Q and Pinterest have launched their co-branded campaign onto the world, marking the retailer’s first time utilising the platform’s unique Trend Badge feature.
Pinterest’s trend prediction report released in December revealed that one of the big interiors trends for 2023 would be ‘Home Front’ – as consumers will be focusing attention on dressing and decorating the front of their homes. Search terms like ‘front door transformation’, ‘front garden’ and ‘front hallway decor ideas’ have all continued to rise on the platform in recent months.
Leveraging these insights to target Pinterest users with an interest in home decor, finance, gardening and bathrooms, B&Q’s new campaign, consisting of creative video ads (known as Idea ads), will inspire people with the products and ideas to bring these ideas to life.
Pinterest is THE destination for home decor and DIY, with millions of Pinners visiting the platform every month to find fresh inspiration and to shop products.
Pinterest’s Trend Badge is the platform’s insights-driven advertising solution that enables brands to tap into the top themes, with inspirational content and ideas that Pinterest users are searching for during key seasonal moments. Giving advertisers the opportunity to own a particular trend on Pinterest and be the only brand to have the Trend Badge on Pins for the idea in that country. This allows brands to inspire Pinterest users with the very ideas they are searching for with relevant, of-the-moment content.
Pinners are planners, and in recent months, despite the cost of living crisis we’re all facing, we’re still seeing lots of creativity on Pinterest as people seek to improve areas of their homes, like front doors and entrances, that perhaps have been previously overlooked, and that don’t require huge budgets. We’re delighted that our insights can help B&Q inspire people with the very products and ideas they’re looking for.– Matt Siberry, Head of Home, Pinterest UK
Insights are key to ensuring content is engaging and effective and we’re pleased to be working with Pinterest on this campaign and to have the Home Front trend badge. Pinterest predictions for 2023 complement the findings of the B&Q Slice of Home Life report 2023 – that we’re increasingly using our homes as places to socialise. As customers welcome friends and family into homes more, it’s not surprising they’re looking for more inspiration and advice on how to refresh their front doors, gardens and hallways. Our Home Front trend badge campaign with Pinterest strongly supports this.– Jane Sell, Head of PR & Social Media, B&Q
Each month, more than 450 million people around the world go to Pinterest to make inspired purchasing decisions for their everyday life. It’s where they get inspiration, find new dreams, plan and shop for the moments that matter most. And every time that someone searches on Pinterest, they’re thinking about what they want to try or buy next. Because the platform is grounded in the future, Pinterest gets an earlier indication of where consumers are headed, and can help brands predict what is to come.
Credit: Five by Five, Dentsu