Pinterest Is Ready To Make Your Brand’s Christmas One To Remember

Christmas — the most wonderful time of the year, according to Andy Williams. But, for marketers, it’s a time that can make or break a brand’s year.
Every year, there is huge pressure on sales but with household budgets taking a beating due to inflation and the rising cost of living, Christmas 2023 is set to be even more challenging. For many marketers, this year will be all about performance and creatively engaging your customers
But, by being clever with your digital spend, you can get sales over the line, engage and inspire your audience and make this a Christmas to remember for everyone.
Reaching conversion-ready customers
Great marketing is all about reaching the right customer, at the right time, with the right product. But there are precious few places — particularly online — where that is possible.
On Pinterest, customers are not only looking to find their next purchase but they’re very likely to be ready to buy soon. In fact, more than 7.4 million unique visitors each month according to Ipsos Iris data, in Australia turn to the platform to help them plan and take action when they’re looking for Christmas gifts and other ideas. Adverts are not an interruption or a nuisance, they’re a valued part of the Pinterest experience.
Now, you might be forgiven for thinking that your brand doesn’t have a role to play in Christmas-themed ads. But you’d be wrong. Search terms around the festive period are going gangbusters on the platform.

Pinterest’s Showcase ad format
Searches for “holiday party outfit,” for example, are up by 40 per cent year-on-year. Meanwhile, searches for “Christmas mimosas” are up by 70 per cent year-on-year and searches for “romantic gifts” are up 90 per cent year-on-year.
Regardless of whether you’re selling party-ready frocks and shirts, orange juice or sparkling wine, or any other gift — there are millions of buyers ready, waiting and willing to engage with your brand.
What’s more, almost four-fifths of Pinners are ready to spend more this festive season than last. That sort of intent could really make it a Christmas to remember.
Cutting through the Christmas clutter
The Christmas period is the busiest time for buying but, consequently, that makes it the busiest time for advertising on Pinterest and elsewhere.
But we can let you in on a secret — by using a variety of different ad formats your brand receives serious benefits. Conversion lift meta analysis revealed campaigns that used two or more ad formats were five times more likely to see incremental sales, and in Australia, a local analysis showed campaigns that have three ad formats drive three times higher brand awareness than those that use just one.

Pinterest’s Premium Spotlight ad format
Fortunately, Pinterest has an almost unparalleled range of ad formats and creative insights to help your content shine and your products cut through the Christmas clutter.
The platform recently announced new ad formats that are set to wow and inspire your potential buyers, here are four ways to cut through:
The Premier Spotlight format is a premium video placement that lets marketers occupy the top spot on the Pinterest app’s home heed and search page for an entire day — in the run-up to Christmas, that kind of exposure would be huge for any company.
Even the likes of Giorgio Armani saw huge results when it took over the placement to launch its new refillable fragrance. The obviously stylish videos saw a 118 per cent higher completion rate compared to regular max-width video formats and a 40 per cent more efficient eCPM than the target.
Showcase Ads allow marketers to really tell their brands’ stories while spruiking a range of products, offers or ideas with a combination of a hero video or static asset with multiple supporting cards, plus clickable features to direct users to your site. Country Road stunned Pinners promoting its spring fashion range with inspo-sparking lifestyle shots leading to five times higher engagement compared to standard Pins.

Pinterest’s Quiz ads format
Quiz Ads might sound simple but given Aussies’ love for trivia, the format can have huge results. Leggo’s “date night” recipe quiz asked users a series of simple questions and achieved a 72 per cent completion rate and a CTR 90 per cent higher than the industry average.
Last, but certainly not least, the Holiday Gift Badge lets users convert insight into action. These badges are available to the top 10 most-searched gift recipients, letting you transform seasonal product hype into inspiring gift ideas.
These tools mean that you can make Christmas the most wonderful time of the year for you and your customers, once again.
Please login with linkedin to comment
PinterestLatest News

Doritos Champions Infamous Orange Dust In New Campaign Via VaynerMedia, TRIO & Mango Communications
There's three absolute givens at any B&T bash - the Jatz, the Dorito and the fruity lexia.

Alan Jones (AKA Gloria) Threatens To Sue Nine Papers Over Indecent Assault Allegations
Why does B&T get the feeling that Alan might actually enjoy a stint in an all-male prison?

Adobe: Calming Rhythms, Nostalgia & Wonder & Joy Set To Dominate Creativity
Be first to read the Adobe Creative Trends 2024 Report here. And there's sparse news for fans of the knickerbocker.

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

Tennis Bad Boy Nick Kyrgios To Create New Athlete Content On OnlyFans
Tennis brat takes time off from embarrassing the nation to reveal new social media initiative.

Before Adland: The Media Store’s Sam Cousin’s Journey From Parisienne Nanny To Chief Strategy Officer
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.

Thursday TV Ratings: Seven’s Big Bash Debuts To Sluggish 318K
The fact that it's December, meteorologically confirms summer is officially here. Cricket just gives it a nudge along.

Spotify CFO Walks As Problems Grow For Streaming Giant
Spotify CFO heads for the Spotify exits. Has requested "Don't You Forget About Me" as preferred leaving song.

TV Reporter Gives Withering Takedown After Being Fat Shamed Live On Air
Haven't yelled "you go, girl" for some time now? Clear the throat and ready the fist pumps with this overnight news.

BBC Presenter Left Red-Faced After Sticking Middle Finger Up LIVE-ON-AIR!
B&T warns this article contains gesticulations readers may find offensive. Yet, nothing you don't see driving every day.

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

Foxtel Wins Exclusive Multi-Year Rights Extension With International Cricket Boards
Are you such a weird cricket tragic you even watch games when NOT played in Australia? Foxtel has exciting news for you.

News Corp Launches One-Off Taylor Swift Mag Ahead Of Aussie Tour
Thought we'd reached peak Tay Tay overload? News Corp declares "f@ck that" with a new print iteration.

It’s Quiz Time: Team B&T Got 100% – Can You?
Take B&T's Friday trivia, outrageously cheat, & go into the draw to win a $100 booze voucher! Alcohol & con artistry!

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

wildbean cafe Launches Cheesy New Campaign Via Ogilvy
B&T feels like we're cheating on our barista with this news. And, for that, we'd like to apologise to 7-Eleven too.

Chris Freel Announces Departure From UnLtd
UnLtd boss, Chris Feel, announces departure after six years. Says he won't miss those shithouse industry cricket games.

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Reddit Recap Reveals That Aussies Went Nuts For The Tillies, Eurovision And, Erm, Finance
Reddit reveals its hits and its misses for 2023. Oddly, Meghan strangely absent from either list.

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Spikes Asia Announces Its 2024 Jury Line-Up
This is a wake-up call to start planning your 2024. Even more so if 2023 turned out a badly planned disaster.

Assembled Media Inks TikTok Creator Campaign for BIC
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Wednesday TV Ratings: Aussies Sign Up For Taronga Zoo
With animals proving a ratings winner for the networks yet again, we're expecting odd marsupial cooking mash-ups soon.

If You Can’t Beat The System, Cheat The System: Hardhat Launches ‘Cheat Codes For Challenger Brands’.
Independent creative and CX agency Hardhat has launched an Australian-first suite of growth accelerators; ‘Cheat Codes for Challenger Brands’.

Melinda Petrunoff: Pinterest Predicts Is A “Cheat Sheet” For 2024
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

VOZ Enters Final Phase Of Total TV Viewing
This headline can be made so much more appealing by reading it with a Darth Vader-like inflection.

Selfies! Swipes! Scrolling! It’s The Best Of The Best Social Media Directors, Presented By Finecast, Part Of GroupM Nexus
Social media's far more than faffing about with videos of the office dog, as these digital maestros attest.

Thinkerbell Unveils Pringles “Shoot From The Chip” After Winning Competitive Pitch
Other than heroin, nicotine and Sex In The City re-runs, is there anything more addictive than the Pringle chip?

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]

“He Cannot Die Without People Knowing What He’s Done”: Alan Jones Accused Of Indecently Assaulting Young Men
As sad as it is to say about these unsavoury allegations, why does it not come as any real surprise?

B&T TV – Jasmin Bedir On Why Trade Media Needs To “Drop The Shade”
Much like the arrival of tequila shots, you know you're in for a rollicking good time when Jasmin Bedir gets involved.

Kmart Does Christmas Via Dentsu Creative
Kmart is always B&T's one-stop shop at Christmas. Particularly for people we don't overly like.

Wavemaker Promotes James Boardman To Chief Strategy Officer
James Boardman amps up his Dungeons & Dragons creds as he's named Wavemaker's chief strategy officer.