Furniture brand Neptune is among the first advertisers in the UK to pioneer the first commercial use of Pinterest’s new Pincodes through a print and digital campaign in partnership with lifestyle publication Livingetc, combining advertorial, product placement and social.
The campaign, created by the newly branded TI Media (formerly Time Inc. UK), involves Neptune’s sponsored feature in the current edition of Livingetc’s House Tours print supplement displaying a Pincode, which readers can scan using the Pinterest App to see more information about the products featured. Items from the advertorial were also featured in recent lifestyle event Livingetc House Tours live, allowing readers to see and try the products first hand.
Tell us about your role in the creation of this work.
We (TI Media) worked with Neptune to understand what a co-branded Pinterest board could look like and the delivery possibilities it could achieve. Then combine this with the innovation we could deliver, with the use of the new Pincode feature being integrated into their print execution.
Give us an overview of the campaign, what is it about?
Neptune saw the great potential of being involved with the Livingetc House Tours franchise. This has always included Print (standalone supplement), Experiential, through product placement (on the tour itself) and a digital amplification (through onsite display). This year we offered to extend this to best in class social exposure with offline to online integration.
Tell us about the creative brief, what did it ask?
How do we make the Livingetc House Tours offering the most complete event of its kind?
Which insight led to the creation of this piece of work?
Working with Pinterest to see how users interact with the Livingetc channel and the homes market in general. We saw huge potential to extend the franchise to this platform.
Can you share with us alternative ideas (if any) for this campaign? Why was this idea chosen?
It was a seamless fit; we do have other campaigns coming up in our other titles which (when published) we can share.
How did the client initially react to this idea?
Very positive but really wanted the deliverables to stack up against the innovation, which they more than have.
What was the greatest challenge that you and your team faced during development?
Being 100% sure the Pincode itself was going to scan properly when in print.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
As the campaign is still running it’s hard to say all the learnings we will get from it. Overall, it’s been really enjoyable to pioneer the use of some truly intuitive tech into a very established market.
Where do you see this campaign going in the future?
Multiple boards with even more innovative pins, created and curated by the team for amazing clients like Neptune.