Pinterest is sharing new ways for brands to inspire their audiences with new ad formats that bring ideas to life – Idea ads and Idea ads with paid partnership. In addition, Pinterest is launching the new paid partnership tool for creators to easily tag their brand partners in their content.
Idea ads are an immersive, multi-page format designed for advertisers to showcase ideas in action. Shoppers can visit the brand’s website, get step-by-step breakdowns, view ingredients lists and materials, and more. Through video and image content, Idea ads offer advertisers a creative canvas to share information.
People who saw Idea ads were 59% more likely to recall that brand, according to a recent Pinterest brand lift study, and now, brands can scale that content to over 400 million monthly doers and makers on Pinterest.
With Idea ads with paid partnerships, brands can partner with Pinterest Creators to tell their story authentically and creatively. Businesses can collaborate with creators and produce interactive branded content that can be promoted to a wider audience.
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. Brands that worked with creators saw 38% higher brand awareness and 37% higher Pin awareness, according to the Pinterest brand lift study.
Advertisers around the world are seeing a boost to their business from Idea ads with paid partnership including M.A.C. Cosmetics in Australia.
“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,” M.A.C Cosmetics Australia and New Zealand consumer marketing manager, Jessica Travers said.
“Inclusivity and diversity are core values of the M.A.C Cosmetics brand so it was important for us to visualise this commitment on Pinterest by supporting and amplifying the faces and voices of diverse creators in our market. Utilising 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 moment they are seeking inspiration.”