creative • strategy • production • post-production • talent & influencers
pinterest presents
pin it to win it
Everyone knows Pinterest is the home of mood boards, make overs and mad vibes. But it needed to be known as something else. A heavy- hitting performance platform for marketers. So for their annual global ad summit – Pinterest Presents – we had to get a B2B audience to not only lock in for 45-minutes, they had to come away knowing that Pinterest was a critical partner in growing ROI.
First step was ditching the hallmarks of tech summits – see ya slideshows, headsets and tub chairs. Second step was making a disruptive piece of digital content inspired by 80s sports movies. Seriously. We called it Pin It To Win It. Goals, conversions, the fourth quarter. Performance marketing is basically a competitive sport. Third, was making our audience of B2B marketers the heroes of the whole show.
Led by Emmy nominee Ilana Glazer as Coach ROI, Pin It To Win It follows an ensemble cast of characters who roll up to Pinterest Performance Center to train up and sharpen their marketing skills. All the beloved training montages, triumphs and inspirational speeches are there, along with keynotes, innovative product news and client success stories. We entertained our audience while showing Pinterest as a platform that can bring home a W for brands.
With 53,000 registrations (+190% above target), 13,000 live views (+8% year over year) and an average show completion of 82% (27% more watch time than YouTube’s 30 min average), Pin It To Win It captured the attention of its target audience through a maximum mash-up of robust B2B content and engaging storytelling. Consider it a homerun, slam dunk, touchdown, hat trick, you get it.