Last week, Pinterest announced the extension of its Promoted Pins to the UK. This means that British advertisers can now benefit from a much more effective way to target  millions of local Pinners. Better yet, today 4C was announced as one of a select few Marketing Developer Partners to support the launch. This means 4C clients in the UK will be able to use our powerful Social Ads product to create, manage and optimise Promoted Pins.

Pinterest is a catalog of ideas that more than 100M people globally use to plan their everyday lives, from the outfits they will wear or a new recipe they want to try. On Pinterest, people start at consideration, making it easier for advertisers to target the right audience at the right time and engage with them in a way that is helpful and adds value.

Through 4C, Pinterest advertisers are able to use two complementary ways to target their audiences:

  • Interest targeting: a key factor in the success of Pinterest is its capacity to compartmentalise each consumer’s personal interests to create relevant picture catalogues for consumers – a potential goldmine for advertisers. This means that a Promoted Pin campaign can behaviorally target a group consisting of highly relevant individuals. In effect, advertisers using this method can be assured that each of their impressions will reach a valuable audience every time. Since these ads are served  in high traffic areas of the platform such as the home feed and relevant category feeds,brands can maximise their visibility quickly and effectively.
  • Keyword targeting: it’s no secret that Pinners tend to be passionate about certain topics and use the platform to plan early (some even start their Christmas wish list during the summer!). Being able to contextually address them as they search for relevant content to Pin is another very strong point for Promoted Pins. This highly targeted second option is particularly relevant for brands that want to reach a core, high value audience like fashionistas or workout enthusiasts researching a specific topic (think ‘animal print shoes’ or ‘marathon gear’).

Another interesting development in this story is the strength of the launch partners that the platform has managed to secure. MADE.COM’s entire business lies in personalised interior design and furniture, and its success confirms once more the central role of personalisation in our everyday lives. We think that it’s high time the advertising industry took it to another level altogether.

Talking about the launch of Promoted Pins in the UK, Tom Kay, Senior Online Acquisition Manager at MADE.COM confirmed why these are such exciting times for all of us:

Innovation is part of MADE.COM’s DNA so we’re jumping at the chance to be one of the first brands outside the US to utilise Promoted Pins. Pinterest is a natural partner for us, given its focus on sharing the best interior trends. We are thrilled with the organic success on Pinterest over the past year and we’re looking forward to even more success with Promoted Pins. Working with the 4C technology will help us easily manage and grow this key new channel to reach its full potential.”

We are certainly expecting to deliver strong results for our clients. In the US, advertiser confidence in Pinterest soared last year and we saw budgets triple over the course of twelve months.

Alongside its alignment with our belief that advertising needs to address individuals rather than groups, this tremendous growth is a main reason for us to welcome Pinterest’s initiative with open arms and have reaffirmed our partnership as the service becomes ever more tailored to each consumer.

For more examples of 4C client success with Pinterest in the US, please see these case studies: