Pinterest – DACH communication

How do you make Pinterest a trend barometer for social change?

The challenge

Pinterest is one of the world’s leading digital platforms, but many people think of it as just cupcake recipes and wedding planning. How do we go about making Germany aware of the whole Pinterest universe and show brands how they can reach their target audience on Pinterest?

The solution

Pinterest’s brand essence is inspiration – for any topic in everyday life and anything else that inspires people. The platform is a visual search engine for discovering ideas. This is what sets Pinterest apart from other platforms and it’s exactly this message that we want to convey by approaching classic communication from a new angle.

Digital agenda communication with added value

Especially during a time when everything has to be done digitally, it is a great challenge to communicate complex topics in a clear and tangible way. Therefore, we’ll support the communication of any media events that take place on a regular basis. The biggest event so far was Pinterest Presents, Pinterest’s first global advertising summit. The event, hosted by Katrin Bauerfeind, featured high-profile speakers from the marketing industry such as Philipp Westermeyer and Tijen Onaran. International stars like Chrissy Teigen and Jonathan Van Ness were also featured, speaking to Pinterest about the future of influencers and the role that inspiration plays within it.

Inspirational people as ambassadors for inspiration

To us, communication is how we develop formats. In four columns in Glamour, Business Punk and W&V, we asked some inspiring people one particular question – What inspires you? As an example, we took International Women’s Day as an opportunity to interview female creatives such as Diana zur Löwen, Ashley Forrson, Emma Brown and Merna Hermez for Glamour Creator. Anna Sophie Claus, co-founder of The female Company and designer William Fan created a personal pinboard for Pinterest and W&V and answered our questions about both their personal and professional inspiration. In total, the columns managed to reach 50 million+ unique visitors.

Always part of the agenda

Through current insights, we can position Pinterest as a relevant trend barometer for far-reaching, social changes. Our task: To analyse current issues and always set the right agenda. To this end, we collect data and develop stories for lifestyle communities, but also for industry-relevant B2B media that inform about product innovations and best-cases. This includes articles in the consumer and lifestyle press such as VOGUE, Harper’s BAZAAR, Glamour, Instyle, Jolie, Grazia, Brigitte and major leading media such as the FAZ, Handelsblatt and Süddeutsche Zeitung.

A completely new advertising environment

Pinterest manages to address potential customers precisely when they are looking for inspiration for a new purchase decision. We want to address brands and advertisers and present Pinterest as the ideal platform for advertisements and product catalogues. For this purpose we focus on product updates, brand cases and interviews.

Interesting use cases for lifestyle media

We place Pinterest on various topics in the lifestyle press. The search queries of the users serve as a basis for the latest trends. We position Pinterest as a place where you can discover new ideas and shop right away. Agenda topics are also important here, which we place specifically in connection with exciting use cases.

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