Tesco Media and Insight Platform, powered by dunnhumby, has today launched an offsite media partnership with Pinterest, the world’s largest visual discovery engine.
This partnership will allow the UK’s leading CPG brands to connect with Tesco customers who are looking for inspiration on Pinterest, using Tesco Clubcard data and dunnhumby’s analytical expertise to deliver highly relevant and personalised ads.
The power of Pinterest
The UK is one of Pinterest’s largest communities with 17 million monthly active users, including 1 in 3 mums and 31% of millennials in the UK. This unique combination of a large and receptive audience means that on average, Pinterest ads earn a 2x higher return on ad spend with a 2.3x cheaper cost per conversion when compared to other social media platforms. And by harnessing the power of Tesco Clubcard data, brands will be able to target the right shopper at the right time as they browse.
Research shows that Pinterest users are eager for inspiration and are open to new ideas from brands — both those they already buy from and those they are yet to discover. Pinners are 66% more likely to give new brands a chance — and stay loyal. The unique layout of the Pinterest site and app means that content from brands blends seamlessly with the native content, meaning that this content doesn’t interrupt on Pinterest, it inspires.
Stacy Gratz, managing director, Tesco Media, says: “We’re really excited to launch another new innovative partnership, this time with Pinterest, which will give CPG brands more opportunity to reach shoppers at the vital consideration stage. A winning combination of Pinterest’s audience and Tesco’s Clubcard data means brand marketing teams can reach shoppers at scale, whether they’re browsing for new recipe inspiration or looking for the latest baking trends.”
Tim Woollias, sales director for Pinterest UK, says: “Millions of people come to Pinterest every month to plan and shop for all life’s moments. Food and drink are huge on Pinterest, with people searching for everything from weekday lunch ideas to family BBQ inspiration and fancy dinner party dishes. They want to hear from brands, so ads actually enhance the user experience, rather than detract from it. This new partnership will enable thousands of brands to connect with Tesco customers who are seeking inspiration on Pinterest, serving them with the very ideas and products they’re already looking for.”
Closing the loop
The Pinterest partnership gives brands the chance to use a range of five ad formats including static, video, carousel, and collections, all blending seamlessly into the user’s home feed, while the unique Tesco Media and Insight Platform sales conversion report closes the loop by attributing sales to users who saw the ads.
Tesco Media and Insight Platform uses dunnhumby’s industry-leading Sphere platform, which allows brands and agencies to book premium placements directly, as well as understanding real-time campaign performance at the touch of a button with closed loop measurement. This new partnership with Pinterest sits alongside a wide range of opportunities available through the platform, including offsite, onsite and a range of in-store and digital options.
