Made for Real, Real Life plays in the space between inflated expectations and *real* real life. It reminds us that the worlds we see on TV, in self-help books, and in our social feeds are not real but curated. And it celebrates the perfectly imperfect lives we truly lead, against that backdrop, using perfection as a foil.

Executions against Made for Real, Real Life thumb their noses at the stereotypically perfect contexts in which they’re placed, commiserate with their audience by showing it’s more fun and rewarding to live a real life than a perfect life, and position Campbell’s products as real meal options for when we find ourselves stuck between work and soccer practice.

Pinterest Intercept was a notification hack powered by a data-driven algorithm.

How it worked:

? First, a custom algorithm scanned Pinterest for recently pinned recipes likely to cause more stress than they were worth. Data it surfaced included hard-to-source ingredients, unusually large prep times, and obscure-sounding techniques

? Then, we saved these recipe pins onto a series of boards with “unique” names like DINNERS DOOMED FROM THE START and MEALS TO MAKE WHEN THE STARS ALIGN

? On Pinterest, the act of saving someone’s pin notifies them (through the app and over email) that, for example: “CAMPBELL’S’ repinned your pin onto the board MEALS TO MAKE WHEN THE STARS ALIGN”

After clicking the notifications, Pinners landed on boards that commiserated with their plight, called them out for saving unrealistic recipes in the first place, and drove to a recipe-swapping utility where they could pin simpler versions of their dinner dreams.

As intended, Pinterest Intercept struck a chord with its audience, generating strong reactions that fueled word of mouth, and driving more and more people to our eyebrow-raising boards.

In the week that Pinterest Intercept launched, we saw an increase of 145% to our average daily impressions on Pinterest, week over week.

And since this was a hack on Pinterest notifications, we were able to do it all with zero paid media dollars.

Ultimately, the campaign did what it was intended to do, getting much more Campbell’s content onto Pinterest than there was before.