The Park

Client: Pinterest

Pinterest had a perception problem. Despite delivering a 32% higher Return on Ad Spend (ROAS) than other digital platforms (UK/US Nielsen data), a lack of comprehension meant that media buyers didn’t see it as a must-buy on media plans.

To combat this, Pinterest had developed an advertiser proposition under the banner of “From discovery, to decision, to do”, highlighting the role Pinterest can play throughout the purchase funnel, from inspiration to action. We were tasked with activating this through an experience for 200 key UK media agency personnel. We took over Protein Studios in London and turned it into an immersive, interactive journey of self-discovery across multiple spaces, mirroring the often-non-linear journey that a user takes on the Pinterest platform. The event’s aesthetic was heavily influenced by Pinterest’s platform- through the colour palette, set design details incorporating Pinterest UI , and use of Pinterest trends. Discovery-Decision-Do was the structure for the experience, telling the story all the way from Pinners arriving on Pinterest in an open-mind, right down to the moment they make a purchase. The experience incorporated art installations, workshops, talks, shoppable set design, and much more. Comprehension of Pinterest's advertiser offering increased and, most importantly, because of the event and subsequent outreach, Pinterest unlocked incremental ad revenue in a tough economic climate.