Pinterest new P is for Performance campaign

Category: Social Media

Pinterest have launched a new international, high-concept campaign to promote its full suite of products for advertisers looking to convert users into buyers and enhance full-funnel performance. 

Featuring action-packed minimovies, the “P is for Performance” campaign demonstrates how ads on Pinterest don’t just raise awareness about brands—they drive results. This comes as Pinterest is seeing as much as 28% increase in conversions and up to a 96% increase in traffic for its advertisers.

The creative features two over-the-top heroines dodging dangers while discussing how modern advertisers crave a performance-based ad platform AND one that can boost conversion rates and increase traffic, too. The campaign will run across paid social, programmatic and trade publication channels in the UK, US, and AU before entering markets across the globe later this year.

Inspired by the aesthetic of iconic action movies, we wanted to tell our performance advertising story in a way only Pinterest can — with elevated style and an element of the unexpected. We took a moviemaking approach and tapped exceptional talent from the film industry to craft a high-action story that breaks through the conventions of B2B marketing.

– Xanthe Wells, VP of Global Creative, Pinterest

The team enlisted industry names like Tim Godsall, an internationally acclaimed commercial director known for his offbeat brand of comedy, and Corey Burton, one of Hollywood’s most in-demand voice actors, to bring the work to life.

The campaign follows Pinterest’s first earnings call of the year, where the company highlighted its progress in its goal to become a meaningful performance player. The percentage of revenue from advertisers who adopted at least three of Pinterest’s suite of performance tools increased from 2% at the beginning of 2023 to 23% by the end of the year.

Brands like Urban Outfitters (UO) are turning to Pinterest, as the platform of choice to reach Gen Z and leveraging its advertising solutions to drive performance. UO’s holiday campaign used the latest ad offering, Direct Links, and saw a 132% lift in outbound clicks and a 57% decrease in CPCs for the holidays.

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