• by Laurie Sullivan  @lauriesullivan, November 8, 2022

Pinterest has launched a holiday campaign aimed at the re-gifters, the don’t-quite-get-you gifters, the want-this-for-myself gifters, and last-minute gifters.

Marketers teamed up with creative agency and consultancy Funworks on the campaign, Gift Like You Get Them. The hope is the campaign will help to put an end to difficult or bad choices with gifts by by educating gift givers how to use Boards and Search to find the perfect gift.

Five spots will run on social, programmatic, online video and connected TV from November 7 through December 19. The goal is for the gift giver to send the message “I get you.”

Andréa Mallard, CMO at Pinterest, believes the correct “gift is hiding in plain sight on Pinterest, so consider this campaign a public service announcement for stressed out gifters in need of a solid lead.”

The idea is to take a look at the person’s Pinterest Boards and follow their searches to see what they like and what their interests are before buying them a gift.

Research and social listening data found that great gifters have what the company calls a “cheat code."

On the platform, Pinterest tapped into the talent of creators Haley Plotkin of Ready Set Jet Set, Shifa Jiwani of Sincerely Shifa, and Shola Jinadu of MEDEAIJ to use Idea Pins to tell their stories of how Pinterest features like Boards and Search become “hacks” for great gifting. 

The company believes shopping on Pinterest is different. It’s not about the transaction, but more focused on discovering ideas and finding inspiration for what to buy.

Pinterest is the place for planners, with 8 in 10 Pinners saying Pinterest is a great place for gift ideas. 

The company also put together the 2022 Pinterest Zodiac Gift Guide.

This year, The Pinterest Holiday Gift Guide is based on Pinner Zodiac Signs. Whether the gifter is a lavish Leo, a charismatic Scorpio, or a sensitive Cancer, Pinterest has all of the gifting trends and ideas to discover the perfect gift.  

For the Sagittarian, whose birthday falls between November 23 and December 21, for example, think travel and adventure. Searches for mountain hiking outfits, for example, were 2X, travel backpack carry-on bags were 3X, and gorpcore (practical and functional clothing) for men were 74X greater this year compared with last.