Leroy Merlin, in collaboration with Pinterest, has developed the first publicity campaign and branded content with creators of the platform in Spain. Through video Pins on Pinterest and using advertising tools, the brand is promoting a series of products for users to get their homes ready for the new season.
Seasonal Pinterest Trends
Summer is coming, and Pinterest users are planning to refresh the decoration and put order at home. Leroy Merlin has taken advantage of Pinterest’s seasonal trends and some of the most popular searches on the platform to align them with their products.. The new campaign of the DIY and decoration brand includes products for decorating gardens and terraces, accessories for organizing the bathroom and ideas to give the living room a new look with the color of the year, Pecan.
For his first campaign with Pinterest creators using the paid associations tool, Leroy Merlin has chosen Mrs Cricket, white.and.wood and diy a little bit of everything, whose interests span home decor, design, and crafts. Each of them will create 3 Video Pins inspired by Pinterest trends and Leroy Merlin products that will show, among other things, how to enhance a room with touches of colour, how to make the most of space and illuminate outdoor areas and how to transform household objects into new decorative pieces. Some examples of content are this Reading corner of Mrs. Cricket or this pecan color salon of white.and.wood.
At Leroy Merlin we are always looking for new ways to connect with users, which is why the Pinterest proposal seemed very interesting from the beginning. An innovative action that fit in with our brand strategy and that would allow us to amplify the most relevant content for the user at the hands of creators similar to Leroy Merlin. This format becomes a new opportunity to test different ways of impacting the user, taking advantage of the most popular searches on the platform and the seasonal trends that interest our clients so much.
Fernando Herranz, Director of Digital Experience & eCommerce at Leroy Merlin Spain.
«The first campaign with creators on Pinterest in Spain shows that the platform is a great ally for brands to promote their products and values, being able to customize the campaigns according to the specifics of each launch. With campaigns like Leroy Merlin’s, we can show that creator-led content on Pinterest not only builds awareness, but harnesses the expertise and engagement of the creator community to reach new audiences through actionable and inspiring content.”it states Christian Cochs, commercial manager of Pinterest in Spain.