Pinterest is a visual search and discovery platform where people find inspiration, curate ideas and shop products—all in a positive place online. On November 12th, 2024, Pinterest launched a large-scale shopping campaign to make Pinterest the go-to place to shop Holiday gifts. With more than a thousand curated gift guides worldwide spanning 27 categories, from fashion and beauty to travel and gaming, Pinterest was the go-to place to search for gifts that were heartfelt, on-trend or completely unexpected. Pinterest partnered with celebrities, creators and brands to hand-pick nearly 40,000 of the best gifts for everyone.
The Content: gift guides from favorite brands, publishers and celebrities
On the Pinterest Shop profile, Pinterest gift guides included the latest deals and hidden gems you never knew you needed from brands like Rare Beauty, Savage x Fenty, Sezane, Mejuri, Carhartt, Flamingo Estate, REI, and hundreds more. Pinterest also teamed up with leading publishers, including Vogue, The Strategist, GQ, Air Mail, Refinery29, Eater, Poosh, and Wirecutter, for their top holiday picks. As if that were not enough, additionally top tastemakers were enlisted to inspire gifting ideas. Curated by creators and celebrities like Paris Hilton, RuPaul, Emma Chamberlain, Alicia Keys, Las Culturistas, Molly Baz, Laufey, and K-Pop girl group TWICE, Pinterest’s gift guides helped break the uninspired gift-giving cycle of last-minute trips to the mall or surfing through page after page.
Alongside the US and Canada based Pinterest Shop profile, gift guides also launched in fourteen other countries, hosted on international profiles in Great Britain, France, Germany, Italy, Spain, The Netherlands, Australia, Brazil, Mexico, India, Indonesia and Japan.
Global press highlights include The Hollywood Reporter, Billboard, Retail Brew, Retail Insider (Canada), LBB (Great Britain), B&T (Australia) and EcommerceMag (France), and more.
The Products: Find, save and shop
Pinterest also launched new product features to help find that perfect gift. This year users can create personalized shoppable wishlists and share gift ideas all in one place.
Quick save: With the “quick save” feature, users can find and save Pins from gift guides with one tap. Pinterest automatically pulls those saved Pins into users own shoppable wishlist, where they can revisit and shop all of their saved gift ideas in their wishlists.
Holiday finds: With the “holiday finds” tab, Pinterest expanded shopping with a personalized feed tailored to gifts Pinterest believes users will love. This special shopping experience uses their unique searches and saves to recommend relevant styles and ideas that are must-haves for the holidays.
Holiday quiz: If users had a hard time finding the perfect gift guides to browse, Pinterest solved that too. With the Holiday quiz, users could tap into who they wanted to buy for and get a list of tailored gift guide recommendations perfect for them – or themselves!
The Social Campaign
To amplify the shopping campaign on Pinterest with its selection of over one thousand curated gift guides from celebrities, brands and creators, Pinterest also launched a social influencer campaign on owned and influencer channels to position Pinterest as the ultimate holiday shopping destination. In order to reach the target audience of Millennial and Gen Z women, Pinterest’s strategy for both influencer and social was to craft funny, shareable content with social personalities that either lent their humorous online personas or shopping credibility to Pinterest.
Pinterest’s global shopping campaign launch delivered on the goal of putting Pinterest on the map as a go-to place to shop Holiday gifts in 2024. We focused on gifting inspiration, and provided a wide range of suggestions from trusted merchants, publishers, and celebrities with additional curations based on the people and personalities in our lives we gift for. We provided wayfinding tools with our Holiday quiz and Holiday finds product offerings, and with Quick save made it easy to save specific gifts to a designated wishlist for easy checkout and personal shortlists.
Our success metrics listed below illustrate the impact of both the products and content offered, along with the social campaign strategy reach and resonance.
