INSIGHT
Pledge has been helping people clean, beautify, and revive their homes since 1958. But new competitors and preferences were causing some Millennial homeowners to associate the brand as being something for their parents rather than themselves.
Every month, over 45 million Americans turn to Pinterest for inspiration to decorate and revive their homes. To show Pledge was still on-trend, the team wanted to show how Pledge can clean with the latest home decor trends on Pinterest.
It has been a go-to surface cleaner to keep homes shining for generations. Millennials just needed a reminder that it still worked for their space.
CREATIVE
Over the course of 12 hours, we decorated (and redecorated) an apartment in real time based on different Pinterest trends.
Our team searched for trending keywords and used visual search within the Pinterest app to design mood boards. Designers on set then took inspiration from the boards and applied them to the canvas that was their studio apartment set.
The experience was live-streamed using a custom Pin Extension. As the rooms were designed, a photographer and graphic designer actively created over 150 new Pins that were uploaded to the Pledge account in real time. All to prove that Pledge can clean any surface, no matter what’s trending.
Episodic Video
After the campaign, we turned our 12 hours of footage into episodic video content that highlighted all of the different home decor trends that made an appearance on set. From zebra print pillows to pink accent walls, we captured over 80 different trends over the course of the day in the most unique ‘data visualization’ of Pinterest trends ever done.
PINTEREST INNOVATION
This was the first ever Pinterest campaign to include a livestreaming element. In order to support the livestream, we produced a custom landing page that hosted the stream as well as tapped into the Pinterest developer API. Allowing the team to automatically upload and organize all of the Pins that were being created on-set, in real time, alongside the livestream video content.
RESULTS
The experience resulted in over 128M impressions and +396% engagement rate increase. This first-to-market activation also garnered press attention, utilized some of our newest Pinterest products and picked up numerous industry accolades including One Show (Silver, Bronze, x6 Merit) and Clios (Short-List).
My role: Lead creative strategy and Pinterest insights/trends data
Creative: Ogilvy || Media: PHD Chicago || Digital Production: ThinkingBox