Interviews, insight & analysis on digital media & marketing launches creator-led campaign on Pinterest is collaborating with creators on Pinterest for its latest UK campaign. The furniture and homewares retailer has become the first brand to launch an Idea Ads with Paid Partnership campaign on the platform in the UK.

As part of its ‘Never Ordinary’ brand campaign, Made is looking to inspire Pinterest users with ideas for ways that they can furnish their homes. The retailer invited interiors creators Kerry Lockwood and Little Big Bell to style its studio to produce Idea Ads that showcase styling tips for different areas of the home.

“We are delighted to be partnering with Pinterest for our Never Ordinary campaign,” said Natasha Billing, Marketing Director at Made. “Handing over the creative power to two brilliant Pinterest creators known for their colourful interior inspiration has helped shape up authentic content that could only come from creators who understand our audience. Utilising Pinterest to closely collaborate with creators has provided us with an opportunity to reach new audiences at the very moment they are seeking inspiration for their own home.”

Pinterest’s Idea Ads with Paid Partnership ad format enables businesses to promote a creator-produced idea pin. Businesses can collaborate with creators to produce branded content made up of images and videos to engage with the creator’s audiences.

According to Pinterest, home décor is the top category on its platform. In the past month, it has seen a 30% search uplift for ‘colourful living rooms’ and a 60% increase in ‘maximalist décor’.

“Millions of interior-lovers come to our platform every month looking for new inspiration to refresh their homes. Recently we’ve seen a particular spike in searches for colourful living room ideas, which gives Made the perfect opportunity to highlight its new collection of statement pieces and encourage shoppers to make bolder choices,” said Daniella Gregory, Retail team at Pinterest.

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