In Pinterest’s latest campaign, the P is for Performance

Pinterest launched an international, high-concept campaign to promote a full suite of products for advertisers looking to convert users into buyers on the fast-growing, Gen Z-favoured platform where nearly half a billion people go to search, save and shop every month.¹

Featuring action-packed minimovies, “The P is for Performance” campaign demonstrates how ads on Pinterest don’t just raise awareness about brands—they drive results.

“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,” said Xanthe Wells, VP of Global Creative at Pinterest. “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.”

The digitally-focused campaign will run on paid social, programmatic and trade publication channels in the UK, United States and Australia before entering markets across the globe later this year.

Under the guidance of Tim Godsall, an internationally acclaimed commercial director known for his offbeat brand of comedy, Pinterest’s House of Creative team produced a series of minifilms featuring two over-the-top heroines dodging dangers while discussing how modern advertisers crave a performance-based ad platform “not beholden to a duopoly”—and one that can boost conversion rates and increase traffic, too. 

“Pinterest is an iconic brand, and we wanted to create pop culture jewels to tell a story that turns performance marketers’ heads with an unmissable, totally unique Pinterest style,” said Godsall. “What better way to talk about high action in the lower funnel than to lean into the timeless genre of action movies?”

Corey Burton, one of Hollywood’s most in-demand voice actors whose voice has been heard in Quentin Tarantino’s “Once Upon a Time…in Hollywood” and as “Star Wars’” Count Dooku, among other credits, introduces each minifilm by intoning, “High Action! Lower Funnel" as film titles designed by Kurt Volk of Grindhouse fame fill the screen.

People come to Pinterest to discover new brands and products, an ethos that made Pinterest a leading platform for advertisers seeking to raise awareness of their brands—the “upper funnel” of a marketing campaign. The new-era Pinterest also is a “lower funnel” champion for advertisers—boosting conversion, growing traffic and measuring results. This full-funnel approach makes ads on Pinterest more relevant and effective.

“The P is for Performance” campaign reveals that Pinterest is seeing as much as 28% increase in conversions and up to a 96% increase in traffic for its advertisers.^2,3 Performance products emphasised in the campaign include:

• Mobile deep links, which allow merchants to direct people to a specific page on their app to buy their products or take other actions via mobile devices.

• Direct links, which create a more seamless handoff for advertisers by taking users to an advertiser’s product page in just one click, significantly reducing friction and improving the ability to take action. 

• The Pinterest API for Conversions, which enables advertisers to send conversions directly to Pinterest via a secure server-to-server connection to provide better reporting visibility.

• Shopping ads, which help brands engage with their customers while those users are still looking for inspiration on Pinterest.

The campaign follows Pinterest’s first earnings call of the year, where the company highlighted progress in its goal to become a meaningful performance player. The percentage of revenue from advertisers who adopted at least three of Pinterest’s suite of performance tools increased from 2% at the beginning of 2023 to 23% by the end of the year.⁴

Read more about the new and improved suite of performance products on Pinterest here and watch the campaign spots below.