Tesco Media and Insight Platform, powered by Dunnhumby, has launched an offsite media partnership with Pinterest. The partnership will enable UK FMCG brands to connect with Tesco customers who are looking for inspiration on Pinterest, using Tesco Clubcard data and Dunnhumby’s analytical expertise to deliver relevant and personalised ads.
The UK is one of Pinterest’s largest communities, with 17m monthly active users, including one in three mums and 31 per cent of millennials in the UK. This combination of a large and receptive audience means that on average, Pinterest ads earn a 2x higher return on ad spend with a 2.3x cheaper cost per conversion when compared to other social media platforms.
“We’re really excited to launch another new innovative partnership, this time with Pinterest, which will give CPG brands more opportunity to reach shoppers at the vital consideration stage,” said Stacy Gratz, Managing Director, Tesco Media. “A winning combination of Pinterest’s audience and Tesco’s Clubcard data means brand marketing teams can reach shoppers at scale, whether they’re browsing for new recipe inspiration or looking for the latest baking trends.”
The Pinterest partnership gives brands the chance to use a range of five ad formats, including static, video, carousel, and collections, all blending seamlessly into the user’s home feed, while the unique Tesco Media and Insight Platform sales conversion report closes the loop by attributing sales to users who saw the ads.
Tesco Media and Insight Platform uses Dunnhumby’s Sphere platform, which enables brands and agencies to book premium placements directly, as well as understanding real-time campaign performance at the touch of a button with closed-loop measurement.