The holiday season is an important time for brands as they look to reach their customers with gifting inspiration. Building on Pinterest’s focus on binding brand awareness and consumer engagement, Pinterest has partnered with David Jones on a custom shopping takeover of the platform – a Pinterest editorial shopping board featuring the department store’s own Product Pins.
The gifts in the editorial shopping board featured David Jones products under the theme of ‘Stylish Gifts for Every Budget’ and include gift ideas for a variety of price points.
‘“For 186 years, David Jones has been at the forefront of innovation, constantly redefining what it means to shop and experience retail in Australia. This Christmas, we’re pleased to partner with Pinterest on a global-first gift guide that aligns with our vision to inspire and drive meaningful connections with our customers,” James Holloman, chief marketing officer at David Jones said.
The campaign included David Jones taking over Pinterest’s high-impact video units including Premier Spotlight on Search and Home Feed all driving to David Jones holiday shopping.
“A key ambition of our marketing strategy is to provide our customers with immersive experiences that celebrate the festive season while allowing them to discover and shop the moments that matter the most. This partnership extends beyond driving commercial objectives and making Christmas a success; it is about creating memories for millions of Australians and making this Christmas one they will always remember,” Holloman added.
“David Jones and holiday shopping go hand and hand, and to partner with Pinterest to bring to life the shopping experience on their platform was the perfect strategic alignment. In partnership with Pinterest, the team at Resolution Digital were able to activate a global-first shoppable gift guide on the platform, highlighting the range of gifts available at David Jones for different price points. This was an amazing way to bring to life the David Jones holiday campaign in an innovative way, that leant into the type of highly relevant and shoppable content we know the Pinterest audience is after,” Resolution digital managing director, Matt Keegan added.
“It comes back to knowing your user. Nine out of 10 Pinners [Pinterest’s collective noun for its users] want to be inspired and discover new ideas,” Pinterest’s chief revenue officer Bill Watkins told B&T at Cannes Lions earlier this year.
“The latter has always been imperative but what is becoming more ubiquitous is an appreciation of the former. Both need to be true and it creates a competitive advantage for us because we do both uniquely,” Watkins added.
Pinterest has built trust with its users by creating a positive and safe place online. But in the last two years, its efforts have moved toward delivering full-funnel capabilities resulting in engaged buyers.
“Pinterest is more shoppable and actionable than ever – over 50 per cent of our users tell us they come to the platform to shop and we’ve been prioritising how we can help them shop the items they’re looking for quicker and easier. This campaign with David Jones is the perfect example of how a brand can reach our highly engaged audience, at the right time with relevant content that helps them to take action and shop for that perfect holiday gift,” Melinda Petrunoff, managing director of Pinterest said.
“I feel really confident that our advertisers are looking at Pinterest and saying, ‘I can actually deliver on a full-funnel campaign. We’ve tested with multiple local brands across many different objectives and we’ve got some really significant results,” Petrunoff said during the platform’s upfronts in October.
