40 million people turn to Pinterest every year for wedding planning inspo.
And a whopping 81% of engaged Pinners say that they started planning
their wedding on Pinterest before they were even engaged!
But with 900 million wedding-related Pins being saved annually, there’s
a lot of clutter to cut through.
Working in lock-step with the platform, we launched a first-of-its-kind, fun,
Buzzfeed-esque quiz allowing you to skip trudging through the noise and
just answer 7 simple questions to get a perfectly personalized vision board.
Raashi Rosenberger, Creative Strategy Lead at Pinterest said
“this was a very impressive use of the Pinterest developer API.”
And since driving in-store traffic is crucial for actual conversion, one pin
allowed you to actually schedule an appointment with the nearest DB consultant.
Both ad industry publications and magazines that serve our target audience
were so impressed they covered the experience.
Our 7 questions that led to the customized board were easy-breezy,
with a relevant but slightly unexpected and playful tone.
Brides could also input names and wedding date to see what
customized champagne flutes and invitations would look like.
Because nobody had ever seen anything like this before, there was quite a bit of press,
from advertising and marketing related pubs, but also from consumer publications.
We were so thrilled to see articles in Brides Magazine and Glamour Magazine,
helping increase awareness of the experience and the impact to the brand.
In fact, Brides ended their article with “Where has this been all our lives?!”
And Glamour – a non-wedding specific publication(!) – suggested spending
Valentine’s Day with the quiz, calling it both “ultra-useful” and “super fun.”