eBay has worked with Pinterest creators for the first time in order to reach potential customers looking for DIY and festive inspiration for their homes.
The marketplace has run its first paid partnership campaign on the visual inspiration site in order to capitalise on the rising levels of searches for ‘Christmas decor DIY’ – which have grown by 3.5 times over the last year. It has run Pinterest’s new format Idea Ads, in which businesses collaborate with a creator to produce tell a story through images and videos in order to inspire the creator’s audience.
The collaboration with three Pinterest creators, Poppy Deyes, Making the Manor, and Tiffany Grant-Riley aims to inspire the platform’s users to celebrate ‘Christmas Your Way’ – though showcasing traditions – from flower baubles to creative wreaths and minimalistic table settings.
Interiors and lifestyle creators, Faith and Deji (AKA Making the Manor) says: “As an interiors and home decor creator on Pinterest, I am always looking to serve up fresh ideas that are genuinely of interest to my audience. Thanks to Pinterest, I have the opportunity to partner with big retailers such as eBay and do just that. Working with eBay to create native content will help me to foster a more engaged and positive community, serving up inspiration and showing how to bring that to life. For those looking to create unique and fun Christmas decorations for their tree this year, my Idea Ad will help to show them how.”
Businesses also have the ability to scale content beyond the creator’s own audience by promoting it to their own target audiences and measuring performance on Pinterest’s ad platform.
Alex Allcott, brand director at eBay UK, says: “We are delighted to be partnering with Pinterest for our ‘Christmas Your Way’ campaign. Handing over the creative power to three brilliant Pinterest creators known for their 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.”
Daniella Gregory, home retail team at Pinterest, says: “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 ‘Christmas decor DIY’, which gives eBay the perfect opportunity to highlight the variety of products that can be bought or upcycled on the marketplace, to create those beautifully personal gifts.”
