Through the new paid partnership tool, creators can now tag brand partners directly in their content to showcase their sponsored relationship.When creators share ideas about brands, people get inspired to act on them, and that makes an impact. Brands that worked with creators saw 38% higher brand awareness and 37% higher Pin awareness (Source: Pinterest brand lift study, using campaigns that generated lift, global, Q4 2021-Q1 2022).
Advertisers around the world are seeing a boost to their business from Idea ads with paid partnership, including Gatorade and Scotch in the US, along with beauty brand Coty Canada and M.A.C. Cosmetics in Australia.
“Handing over the creative power to a Pinterest creator allowed for an authentic moment of fitness that could only come from that creator. It made our ads feel new, natural and engaging.”— Johanna Lugo, Marketing Assistant Manager, Gatorade.
“Pinterest is such a positive and inclusive platform where hundreds of millions of people around the world seek out ideas to inspire their future purchases. Inclusivity and diversity are core values of the M.A.C Cosmetics brand and so it was important for us to visualize this commitment on Pinterest by supporting and amplifying the faces and voices of diverse creators in our market. Utilizing Pinterest as a way to bring our brand together with creators who resonate with consumers provided us with an opportunity to reach new audiences with our inclusive content at the very moment they are seeking inspiration.” Jessica Travers, M.A.C Cosmetics Australia and New Zealand Consumer Marketing Manager.
These new features are also a part of Pinterest’s presence at Cannes this year, giving advertisers more creative tools to bring inspiration to realization. Read more about Pinterest’s return to the global advertising festival for the first time in three years.
Interested in Idea ads and Idea ads with paid partnership? Reach out to your account manager.