• by Colin Kirkland , September 10, 2024

In an effort to attract more ad partners to the platform and solidify its reputation as a space for both discovery and ecommerce, Pinterest has launched the next phase of its “It's Possible” promotional campaign -- a series of 30-second ad spots with high-quality visuals and eccentric messaging.

The campaign builds on the global video campaign Pinterest launched back in July -- called “The P is for Performance” -- which aimed to highlight the company's newest ad tools and their potential effectiveness for “marketers under pressure from higher expectations and lower budgets.”

“With Pinterest's new performance products, you can see an over 90% increase in traffic!” one of the actors shouts in the ad.

With 450 million users, the social media platform is in the process of trying to increase ad revenue via in-app spending.

While the original promotional campaign tried to raise awareness around Pinterest's newest ad opportunities, the company's newest iteration of the campaign is meant to highlight the app's power as both a discovery tool for recipes and party planning, as well as a place to shop.

One ad spot follows a young woman “on a magic carpet ride” complete with high-res animations as she journeys to “buy a new carpet.” A classic movie-trailer voiceover describers her quest, which showcases users’ ability to discover various styles of a sought-after product before buying directly on Pinterest.

Another ad spot includes the same voiceover describing how users utilize the app to “plan the perfect dinner party,” no matter how fancy or ridiculous it may be. Showing a group of twenty-somethings in tiny cowboy hats sitting around a table covered in 10 types of mashed potatoes is likely aimed at the growing number of young people on the app.

In May, the company reported that Gen Z is now its fastest-growing audience, making up more than 40% of its global monthly users, searching and saving posts at higher rates than any other demographic.