B&Q has partnered with Pinterest to launch a new co-branded campaign, marking the retailer’s first use of the platform’s Trend Badge feature. The initiative is aimed at consumers who are increasingly focused on the “Home Front” trend of decorating the exteriors of their homes. The trend was identified in Pinterest’s December trend prediction report, with search terms such as “front door transformation,” “front garden,” and “front hallway decor ideas” all continuing to gain traction on the platform.
B&Q is utilising Pinterest’s Trend Badge to target users with a strong interest in home decor, finance, gardening, and bathrooms with creative video ads that offer inspiration and products to realise these ideas.
Pinterest is one of the world’s top destinations for home decor and DIY enthusiasts, with millions of visitors every month using the platform to find inspiration and shop for products. Pinterest’s Trend Badge is an advertising solution that enables brands to tap into top themes and provide content that corresponds with user searches during key seasonal moments. The badge is unique to each country and is awarded to only one brand for a particular trend. This allows brands to inspire Pinterest users with the very ideas they are searching for, with relevant and up-to-date content.
Matt Siberry, Head of Home at Pinterest UK, highlighted the creativity of Pinterest users, who are seeking to improve overlooked areas of their homes with small budgets despite the cost-of-living crisis. He added: “We’re delighted that our insights can help B&Q inspire people with the very products and ideas they’re looking for.” Jane Sell, Head of PR & Social Media at B&Q, stressed the importance of insights in ensuring effective and engaging content. She expressed B&Q’s satisfaction with working with Pinterest on the campaign and obtaining the Home Front trend badge. The Pinterest predictions for 2023, align with B&Q’s Slice of Home Life report 2023, which indicated that consumers are increasingly using their homes as social spaces.
Pinterest has over 450 million monthly active users globally who rely on the platform to make inspired purchasing decisions. It is the place where users can find inspiration, discover new dreams, plan, and shop for moments that matter the most to them. Every search on Pinterest is a reflection of users’ desires for what they want to try or buy next. The platform’s grounded vision for the future allows it to gain an early indication of where consumers are headed and aid brands in predicting future trends.
