As a platform, Pinterest is known for perfectly styled, expertly designed, inspiring rooms. But that perfection can be intimidating. People are confronted with the difference between the perfection they see on Pinterest and the reality of what they see in their own homes. We wanted to bridge that gap with the confidence they could take their “befores” and turn them into Pin-worthy “afters.” So we created Built-in Pins, the first rooms built from scratch inside Pinterest. We started with what the Pinterest user expects – a perfect “after” photo. But, using auto-play video, we disrupted their expectations by showing how that room was created while they watched. Each Built-in Pin room connected people to a wealth of content that let them dive deeper. We even invited people to shop the room from inside by creating the first 360° shoppable experience in Pinterest, optimized for mobile.

We built the campaign around the four rooms with the biggest return on investment: kitchen, bathroom, living room, and bedroom. Pinners identified as interested in one of those rooms would see one of our Built-in Pin rooms in-feed and watch what started as a static post come to life as video. Each Pin connected users to a wealth of content on a Built-in Pins Pinboard, so that users could dive deeper into each project or product. We invited people inside our rooms by creating the first 360° shoppable experience in Pinterest by hacking a One-Tap Pin. People could explore the room they just saw being built, and by clicking on hotspots throughout the image, they could shop the room from inside. We even took the campaign inside the store, placing scannable Pincodes on digital kiosks to connect shoppers with online inspiration.

During the 9-week flight, the campaign reached 3 out of 5 members of our home improvement audience on Pinterest, generating over 117MM impressions on mobile alone. Videos were viewed 36MM times, racking up 88K hours of view time. The Built-in Pins board attracted over 300K new followers, and the Pinterest community amplified the campaign’s impact with 3.3MM impressions from repins. This activity helped drive over 347K visitors to homedepot.com to shop. 83% of eComm traffic came via mobile devices. It was so successful, the client has doubled-down on the idea, assigning the agency “round 2” of Built-In Pins, now in development to support more of their departments.