Foxtel has launched a multi-tiered campaign on Pinterest to engage with audiences in the run-up to the highly anticipated premiere of the Game of Thrones prequel series, House of the Dragon.
Foxtel is leveraging the platform to grow awareness and viewership by tapping into Pinterest’s fast-growing entertainment audience, using a range of visually compelling formats to create an engaging and exciting campaign with ad formats not yet explored by Foxtel.
Appetite for content related to movies and television shows continues to grow on Pinterest, with entertainment as one of the fastest-growing categories on the platform. In fact, there are 11 million dedicated boards for entertainment,*. With inspiring and engaging content delivered in compelling formats, Foxtel tapped into this growing audience, successfully engaging existing fans to drive fandom and engagement for a new show.
Foxtel used Pinterest’s unique offerings to engage its audience, driving outcomes for Foxtel by taking advantage of:
- Collections to showcase the show’s main characters in an engaging visual format.
- Pinterest Premiere videos to reach audiences at scale, with the option to align targeting with a specific demographic or category.
- Idea Ads Paid Partnership to engage beauty Creators to showcase their own House of The Dragon-inspired looks.
Foxtel used Pinterest’s Collections feature to showcase all the show’s new characters (see here). Collections appear within mobile home feeds and showcase multiple products or services within a single placement.
The format combines a larger image or video with three smaller images, resulting in a highly engaging ad that entices Pinners and encourages them to explore further.
Video is highly popular on Pinterest, with Pinners watching just shy of one billion videos each day,** providing a great opportunity to reach audiences.
A new way to buy a video, Pinterest Premiere, was utilised by Foxtel as it allowed Foxtel to reliably reach their audience at scale, with the option to align video ad targeting with a specific demographic or category.
Foxtel engaged three local Australian Creators: Tara Chandra, Rowi Singh and Brandon Scott.
They each created a beauty look inspired by House Of The Dragon, using the Idea Ads format to showcase the different steps involved in bringing them to life, inspiring Pinners to take action and replicate the looks offline.
For previous campaigns of this nature, Foxtel typically engaged “entertainment influencers,” so tapping into Pinterest’s Creator network and aligning with beauty Creators is a new development for the brand. This campaign highlights some of the amazing Creators on Pinterest, and shows how Foxtel aligned to a vertical audience that is not in their traditional marketing strategies and still saw success.
Michael Bramley, head of social at Foxtel, said: “For entertainment brands, Pinterest is the ideal place to inspire Australians as they’re looking for their next content obsession. We’ve seen strong engagement with past campaigns on Pinterest and decided to strategically test a multi-tiered approach for the highly anticipated House of the Dragon. Entertainment brands like Foxtel can leverage Pinterest’s unique audience to reach fans with creative campaigns at just the right moment.”
Carin Lee-Skelton, sales manager at Pinterest, Australia, said: “Each month, millions of Pinterest users are actively engaging with entertainment content on Pinterest across movies, TV shows, music, video games and books, and 70% of weekly Pinterest users who engage with entertainment take an action after seeing entertainment ads on Pinterest. Foxtel is creatively tapping into the audience on Pinterest who are looking for the next compelling show to immerse themselves in.”
