Post Date
Aug 12, 2024
Category
Want to Learn More?
To learn more about how VizSense can help you with your influencer marketing approach, get in touch with our experts or explore our case study library!
We’ve all heard of the social media giant, Pinterest —a visual discovery platform launched in January 2010 where millions of users find inspiration for everything from home decor to recipe ideas. But Pinterest is more than just a virtual board; it’s a powerful tool for brands to enhance their digital marketing efforts. By creatively leveraging Pinterest, brands can engage with their audience in unique ways and drive significant long-term results.
McDonald’s has always been a pioneer in creative marketing, and their approach to Pinterest is no exception. Since 1968, McDonald's Big Mac has been a staple on the menu, while it remains a mainstay among older generations, McDonalds wanted to incite the same interest among Gen Z. That’s why they turned to Pinterest, where Gen Z is the platforms’ fastest growing audience.
In the journey of connecting with a younger, digital-savvy audience, McDonalds launched a visually appealing and highly engaging campaign on Pinterest. To achieve this, they analyzed how Gen Z interacted with the platform. Gen Z uses Pinterest to find inspiration, from fashion, beauty and home trends, it's all about looking for inspo. Once McDonalds understood the task, that; when the “Inspired by the Big Mac” campaign was born.
“Inspired by the Big Mac” campaign
By using the mix of ad formats, McDonald’s drove people to stay on Pinterest sending them to the Big Mac board. To create this board, they partnered with a variety of Gen Z content creators, each specializing in some form of virtual art, with the objective of illustrating the Big Mac as a way to inspire culture and self-expression. From Big Mac inspired cowboy boots, to 3D character design and even a Big Mac nail-art,the campaign sought to reintroduce the Big Mac as an icon demonstrating the different ways it could appeal to culturally relevant trends relevant to the Gen Z demographic.
Alongside launching the campaign on McDonald's social media platforms, the campaign also leveraged the growing Gen Z audience on Pinterest by creating visually appealing pins with custom Big Mac boards. Pinterest is a place where people come with the intent of taking action on ideas, therefore by navigating the platform's most popular categories including Beauty, fashion and home décor, and aligning them to the Gen Z population, McDonalds was able to build an iconic board. One of the most effective tactics of this campaign was the “call to action,”, where people were encouraged to join a special contest where they would unlock discount codes after finding the hidden Big Macs in the boards and then they could redeem their offers via the McDonald’s app.
Key Strategies
Results
In addition to McDonald’s successful approach,, there are numerous ways brands can leverage Pinterest to stand out:
Pinterest's audience is diverse, with a strong presence of creative-minded users who actively seek inspiration and new ideas. Among them, Gen Z is the fastest-growing demographic on the platform, with around “25.1 million Gen Z users currently on Pinterest, accounting for approximately 5% of its entire user base. This is a significant increase from 16.4 million in 2020 and 23 million in 2023, indicating that Gen Z consumers are increasingly joining the platform” (Barnhart, 2019). They’re not just passive scrollers—they’re deeply engaged, making Pinterest an ideal platform for brands aiming to foster meaningful connections and drive impactful actions. Data: Sprout Social
As a part of our commitment to fostering creativity, we analyzed how our team uses Pinterest and the results were truly insightful! It turns out that 73.3% of our team actively uses Pinterest, and the majority uses it to find inspiration. In fact, 93.3% of our team members turn to Pinterest as their go-to source for sparking creativity and gathering ideas. Whether it's for the latest in home decor trends, fashion inspiration, or simply browsing for visuals, Pinterest is our digital mood board.
Understanding how our team actively engages with Pinterest highlights that this platform is still a major player in the social media landscape. The fact that a significant portion of our team relies on Pinterest to fuel creativity and find inspiration shows that people are not just browsing, they're using it with purpose. Whether it’s sparking creativity, planning projects, or making purchase decisions, Pinterest remains a vital platform for brands looking to connect meaningfully with their audiences.
Pinterest has evolved far beyond its origins as a simple visual bookmarking tool. As demonstrated by McDonalds innovative campaign and our own team’s engagement, Pinterest is a powerful platform that brands can leverage for creative and impactful digital marketing strategies. Whether you’re aiming to reach a new demographic, like Gen Z or looking to enhance your brand’s visibility, Pinterest offers opportunities to engage with users in ways other platforms can’t.
As you plan your next marketing campaign, consider the unique opportunities Pinterest has to offer. From user-generated content and influencer collaborations to shoppable pins, Pinterest offers endless opportunities to connect with your audience in meaningful ways. If you’re looking to maximize your impact, VizSense is here to partner with you. Our team is eager to help you drive results but also perfectly align with your brand’s vision!
Post Date
Aug 12, 2024
Category
Want to Learn More?
To learn more about how VizSense can help you with your influencer marketing approach, get in touch with our experts or explore our case study library!