Pinterest has teamed-up with Heineken’s sustainability-oriented drinks brand, Inch’s Cider, to launch a co-branded initiative using the image sharing platform’s Trend Badge feature.
Consisting of static and video ads, including Pinterest’s video-focused Idea Ads format also used by eBay, the campaign responds to Pinterest’s insights revealing that UK consumers are increasingly on the lookout for refreshing new summer drinks. Over the past four months, searches for ‘summer drinks’ on Pinterest have quadrupled.
As the platform is used for drink inspiration, Inch’s Cider has leveraged these insights to highlight its offerings as the ideal products for party planners.
Pinterest’s Trend Badge is its insights-driven advertising solution. By incorporating this into Inch’s campaign, the cider brand can own the summer drinks trend and be the only brand to have the Trend Badge for related Pins in the UK.
By tapping into the trend’s top themes and producing inspirational content and ideas that Pinterest users are searching for during specific moments, the campaign aims to expose ‘Pinners’ to relevant, of-the-moment content from Inch’s.
Danielle Trencher, Head of Alcohol and Beverages at Pinterest UK, said: "Pinners are planners, and in recent months we’ve seen an increase in searches for outdoor ideas as people look ahead to warmer weather and long afternoons in the garden with family and friends.
“With summer drink ideas showing as a priority for organised hosts, we're delighted that our insights can help Inch's Cider inspire people with the very products they're looking for."
Aligning brand and consumer values
The partnership comes as Inch’s believes its brand values align with those of Pinterest’s users. According to Pinterest’s internal insights, Pinners are 63% more likely than non-Pinners to say a product’s environmental credentials is a driver towards purchase, creating an opportunity for Inch’s to promote its sustainable crisp apple cider, created with 100% British apples, among other products.
Olya Dyachuk, Data Driven Media Director at Heineken UK, said: “We know that both discovery of delicious new drink ideas and sustainability are important for Pinterest users. Leveraging 100% British apples, we are on a mission to make the greatest tasting British Cider that is perfect for the warmer months. We also focus on sustainability and nature. With such a perfect fit between the platform and the brand, we see great potential in this collaboration.”
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