The Web Marketing Association is proud to present this 2022 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Social Network Online Ad
From sourdough recipes to DIY kitchen renovations to inventive new hairstyles, new at-home projects were all the rage during a year of quarantines and remote work. And millions of people around the world found a guide to inspiration in the form of Pinterest. But trends move fast, and there’s always something new to discover. That’s why Pinterest decided to encourage consumers to keep the inspiration party going with an innovative interactive experience that brought its favorite “boards” to their favorite streaming video services on desktop, mobile, and connected TV. In this ad, viewers of long-form streaming content could opt to reduce their commercial content by interacting with Pinterest’s content for a minimum of 30 seconds. After a short intro video, users were presented with a curated set of Pinterest boards that let them explore food, fashion, beauty, and home design trends. With a stellar 17% CTR on desktop and an average of 50 seconds spent with the creative -- over 50% more than the required 30 seconds -- the ad piqued plenty of interest among users. This campaign also provided Pinterest with valuable insights as to what kind of inspiration consumers were looking for -- the “Find Your Style” board, which featured fashion trends, had the highest share of user selection at 27% -- as well as learn which pins within each board were the most popular. With flexible creative that could be refreshed to put the latest trends front and center, this campaign kept Pinterest top of mind among consumers.
Contributors:
TRUE[X]
Location: United States