Channel 4

Pinterest hijacks browsing time

Unlocking the everyday potential of the brand

The Big Idea

Our challenge was to unlock the everyday potential of the brand by enticing our audience into three habitual interest areas: food, style and parenting. Audience research showed that viewers of Channel 4 were digitally savvy and also likely advocates of the Pinterest platform. This, alongside further audience research which showed that dual-screening would be a positive attribute, means we pitched an innovative idea: using actual dialogue from their favourite programmes into fashion and parenting ideas that were contextually pinned live into the ad breaks.

Making it Happen

We created over 30 different pieces of copy featuring highly contextual, relevant Pinterest searches. The process involved us contracting a license with 7 different production companies, of whom then granted Pinterest access to the content in advance of the broadcast. They could then select the line they wished to use to create the Pinterest search to place into their advert. 

For example, for Studio Canal's Paddington the Movie, when Paddington tells the pigeons: “I know you all like marmalade, but this is my sandwich” - we turned this into a range of delicious looking “marmalade sandwich” pins – which also included a bespoke Studio Canal Paddington pin.

The Results

The ads resulted in some fantastic statistics: intent to download the Pinterest app increased by 132% for the core target group of women ages 18-44, whilst spontaneous brand awareness was a staggering 136% higher after the campaign vs. a target of 20%. Ad awareness triplied, and the idea of Pinterest being "great for everyday ideas" increased by 132%. The campaign was so successful it won a Bronze Lion at Cannes.

Finally, Pinterest are currently planning a TV campaign to launch in the US, thanks to the learnings in the UK!