Pinterest targets advertisers in new ‘P for Performance’ campaign

Pinterest has launched a new international campaign to promote its full suite of products for advertisers.

Featuring action-packed mini-movies, the “P is for Performance” campaign demonstrates how ads on the social media giant “drive results” instead of just “raising awareness” about the brands.

 Subscribe to Mobile Marketing Magazine

Click here to get the latest marketing news free in your inbox every Thursday

This comes as Pinterest claimed to witness a 28% increase in conversions and up to a 96% increase in traffic for its advertisers.

The creative features two heroines dodging dangers while discussing how modern advertisers crave a performance-based ad platform and one that can boost conversion rates and increase traffic.

As part of the campaign, Pinterest drafted in industry experts including Tim Godsall, an internationally acclaimed commercial director known for his offbeat brand of comedy, and Corey Burton, one of Hollywood’s most in-demand voice actors, to bring the work to life.

The campaign will run across paid social, programmatic and trade publication channels in the UK, US, and Australia before entering other key markets later this year.

Pinterest VP of Global Creative, Xanthe Wells, said: “Inspired by the aesthetic of iconic action movies, we wanted to tell our performance advertising story in a way only Pinterest can — with elevated style and an element of the unexpected.

“We took a moviemaking approach and tapped exceptional talent from the film industry to craft a high-action story that breaks through the conventions of B2B marketing.”