eBay UK has launched its first Idea Ads with Paid Partnership campaign on visual inspiration platform, Pinterest.
Home decor is the top category on Pinterest with millions of users coming to the platform every month to search and shop inspiration. Pinterest says it has seen a 3.5 times increase in searches for ‘Christmas decor DIY’ this year, creating an ideal opportunity for eBay to reach consumers who are actively seeking DIY and festive inspiration for their homes.
The online marketplace’s first collaboration with creators on Pinterest aims to inspire Pinterest users to celebrate ‘Christmas Your Way’, showcasing Christmas traditions through DIY and gifting, encouraging its users to gift and decorate from minimalistic tablescapes to homemade flower baubles and creative wreaths.
“Handing over the creative power to three brilliant Pinterest creators known for their interior inspiration has helped shape up authentic content that could only come from creators who understand our audience,” said Ebay’s Brand Director Alex Allcott.
“Utilising Pinterest to closely collaborate with creators has provided us with an opportunity to reach new audiences at the very moment they are seeking inspiration for their own home.”
Measuring creators’ performance
Idea Ads with Paid Partnership is a new Pinterest ad format that allows businesses to promote a creator-produced Idea Pin.
With the paid partnerships tool, businesses collaborate with creators to produce immersive, interactive branded content that consists of images and videos to tell a story and inspire the creator’s audience to action.
Businesses can scale collaborative content beyond the creator’s audiences by promoting it to their own target audiences and measuring performance on Pinterest’s ad platform.
Interiors and Lifestyle creators, Faith and Deji (AKA Making the Manor) said: “Working with eBay to create native content will help me to foster a more engaged and positive community, serving up inspiration and showing how to bring that to life.”