Pinterest Launches Integrated Campaign with Channel 4

16 May 2016

Pinterest, the world’s catalogue of ideas, and Channel 4 have today announced an integrated campaign conceived and brokered by MediaCom, which will see contextual ads for the platform appear around a range of Channel 4 programmes.

The first ads will air around Eating Well with Hemsley + Hemsley on Monday 16th May at 8:10pm. Creatively developed by Stinkdigital, the innovative ads will bring lines from the show to life during the commercial breaks with relevant ideas that can be found on Pinterest.

Pinterest’s ads will air around a range of targeted Channel 4 programming over the next seven months that showcases the best of British culture and serves as an ideal fit for the Pinterest brand. Made in Chelsea will join Hemsley + Hemsley as one of the first programmes that will be included in the campaign.

The contextual ads will also be replicated on All 4, appearing across food and fashion programming available to watch on Channel 4‘s digital platform.

With 75 billion ideas Pinned to 1 billion boards globally, Pinterest is inspiring more than 100 million people around the world each month with ideas for their everyday lives. The contextual ads on Channel 4 are one component to Pinterest’s first ever advertising campaign launching this month in the UK. The multi-channel campaign will show how Pinterest ideas can be weaved into the fabric of daily British life with more than 100 creative iterations.

Danny Peace, Agency Principal, Channel 4 said: “We are thrilled that Pinterest decided to choose Channel 4 as the home of their first UK TV ad campaign. These contextual ads offer an innovative and engaging new way for Pinterest to reach UK audiences and it’s been great to work with them as well as MediaCom and Stinkdigital on this integrated campaign.”

Elie Donahue, Global Head of Marketing at Pinterest said: “The programming on Channel 4 captures the spirit and interests of the British audience and is a great match for the ideas people in the UK can find on Pinterest. We’re excited to be working with Channel 4 over the coming months for a range of programming including influencers on shows who are using Pinterest to discover their own ideas. As Hemsley + Hemsley have already been engaging people on Pinterest over the past two years with their compelling recipe ideas and food inspiration, aligning our first TV ads with their show is a natural fit.”

The integrated campaign was brokered by Andy Moore, Group Partnership Manager, Channel 4 and MediaCom.

 

 

Notes

About Pinterest

Pinterest is the world’s catalog of ideas. More than 100 million people use Pinterest every month to get more creative in their everyday lives. With more than 75 billion Pins, Pinterest has ideas for all interests, including style, recipes, parenting and more. Launched in 2010, Pinterest is based in San Francisco, CA and available everywhere at Pinterest.com and on iOS and Android devices.

About Mediacom

MediaCom is the “The Content + Connections Agency”, working on behalf of its clients to leverage their brands’ entire system of communications across paid, owned and earned channels to step change their business outcomes.  MediaCom delivers not just individual channel silo efficiencies but also connected communications system effectiveness, by developing and optimising all content – defined as any form of consumer messaging – as the fuel that drives high-performing systems. MediaCom measures and quantifies communications systems across paid, owned and earned through their unique Connected System Audit.

MediaCom is one of the world’s leading media communications specialists, with billings exceeding US$33 billion (Source: RECMA 2015). It employs 6,500 people in 125 offices across 100 countries around the globe. Its client roster includes P&G, VW Group, Dell and Universal. In 2015, MediaCom was recognised by RECMA as the leading global agency network in its Network Diagnostics report, and also was the first agency network to top all 3 key RECMA reports across EMEA.  Also in 2015, MediaCom has been awarded Media Agency of the Year in the US by AdAge and Adweek, Agency of the Year in the UK by Campaign and The Drum, and Global Agencyof the Year at the M&M Awards. The agency captured six Media Lions at the 2015 Cannes Lions International Festival of Creativity, making it the top performer among all global media agency networks.

MediaCom is a member of WPP, the world's largest marketing communications services group, and part of GroupM, WPP’s consolidated media investment management arm.

About Stinkdigital

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