The English CourtMarket leader in retail, He started its long-awaited Christmas campaign with an innovative approach to digital media. In collaboration with dentsu, its media agency Data & Tech, took advantage of the exclusive program T badgeEnd (known as trend badge, in English) on Pinterest and becomes the the only brand associated with the “gift ideas” trend. The aim of the campaign is to offer users a better Christmas shopping experience and inspire them with original ideas for buying their gifts.
Trend Badges are a format that allows Pinterest users to view inspiring content from brands while searching for specific ideas at specific times in the season. El Corte Inglés will be the only brand to benefit from the “gift ideas” trend on related pins, Providing relevant and constantly updated content to users looking for inspiration for their holiday shopping. With this campaign, El Corte Inglés approaches consumers in a different and relevant way, as it offers them different options to purchase gifts for one of the most important moments of the year, Christmas, while adding value to your navigation through the platform offers.
People are looking for someone in Spain Pinterest The motivation to be inspired when giving gifts has increased significantly. Especially those of “Christmas gift ideas” grew 40% year-over-year.
Various creative messages
The Pinterest campaign runs until December 31st and includes several lines of action around different creative messages. This allows consumers to find different shopping options in El Corte Inglés and its different areas such as beauty, sports or fashion accessories.
«55% of Pinterest users view the platform as a place to shop, and that’s no coincidence. People use Pinterest to discover products, ideas, and trends that help them make informed purchasing decisions. El Corte Inglés’ trend badge strategy on Pinterest takes advantage of this dynamic and offers users a unique shopping experience during the holiday season“, explains Christian Cochs, commercial director of Pinterest in Spain.
“All El Corte Inglés campaigns are special, but the Christmas campaign is more than unique, it is iconic because it is linked to the imagination of all consumers.” Therefore, the media strategy, especially digital, must combine originality and effectiveness. “Pinterest gave us the environment we needed to reach consumers in a relevant way that also aligned with our client’s business outcomes.” adds David Sújar, Integrated Client Lead at Dentsu.
Every month, more than 482 million people around the world use Pinterest to make purchasing decisions based on their daily lives. Here you can be inspired, find new dreams, plan and shop for the most important moments. Every time someone browses Pinterest, they think about what they want to try or buy. Because the platform is future-focused, Pinterest gets early data on where consumers are moving and can help brands predict the future.