Adglow & Pinterest, UK Roundtable event!

By Marketing Team

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On 19th April 2017, Adglow UK hosted a roundtable event in association with our partner Pinterest. The purpose of the event was to focus on how retail and fashion brands can benefit from social advertising on the world’s first visual discovery social platform.

Guests from Retail and Fashion brands such as Marks & Spencer, Office, Evans, Matalan & Miss Selfridge were greeted with breakfast, goodie bags and an opportunity to network before heading into the lounge to hear from our line up of expert speakers.

First up was Pinterest’s UK Country Manager, Adele Cooper. Adele shared valuable insight into Pinterest’s core advertising opportunities:

  • Currently Pinterest has 100 million daily active users
  • 40% of Pinners are Millennials
  • 96% of Pinners use the platform to gather research and 93% to plan purchases
  • 83% of Fashion saves are done via mobile

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Pinterest has always been a platform for researching and sharing ideas - but did you know that when they’re researching their next purchase, 97% of Pinterest users haven’t committed to a specific brand? This creates a huge opportunity for advertisers who want to engage with prospective customers who are in the buying frame of mind, but are still open to finding out about the different options available to them.

Adele also demonstrated how Pinterest can be used as a key driver for both online and in-store purchases with examples of successful omni-channel experience campaigns developed by brands such as Made.com and John Lewis.

Whether Pinners are being driven to a direct purchase online, or storing ideas for future offline purchases (like recipes to buy ingredients in a supermarket), there’s no doubt about it: Pinners have a high purchase intent.

Adele went on to explore the increasing benefits of Pinterest advertising, from the Pinterest lens functionality to playing with API’s to further personalise the Pinterest experience.

Next we heard from Pinterest’s Partner Manager, Ruby Sharma. Ruby shared key UK retail insights. Key takeaways from Ruby was that fashion is the second largest category on Pinterest with 148 million pins followed by Casual wear and Shoes being the two largest Fashion subcategories. Ruby went on to reveal insights into customer behaviour and how key terms and trends can be used as valuable opportunities to reach a target audience that is growing by 28% on an annual basis.

The final part of the event was an open panel discussion led by Adglow Partner Damian Routley.

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On the panel were:

  • Matt Whitehead - UK Partner Manager at Pinterest
  • Jake Mayell - Global Head of Paid Social at Net-a-Porter Group
  • Sophie Ball - Influencer Marketing Consultant at Sophie Ball Consulting
  • Lisa Goodchild - Founder / CEO of Digiwoo - Fashion, Beauty and Retail Marketing Expert

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The panel discussion kicked off and covered everything from Pinterest, Fashion advertising and influencer marketing. Key takeaways were:

  • Creative is essential to driving a successful campaign
  • Go behind the scenes, share your brand and product story and be authentic
  • Working with a Pinterest partner allows you to benefit from campaign best practice and  be first to market with new products
  • If choosing to work with influencers, be sure to involve them in the creative process of your campaign – share knowledge so that you can create something that grabs attention and ensures a return on your investment

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Perhaps the most important piece of wisdom shared was that brands should never forget the importance of social media in their calendar and to stop looking at social as an afterthought because the opportunity for growth is huge!

If you'd like to learn more about Pinterest advertising for your business, contact us.

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