Made.com notches up a social commerce first with Pinterest campaign

Furniture and homewares retailer Made.com has launched its first Idea Ads with Paid Partnership campaign on Pinterest, making it the first brand to do so in the UK.

To support its Never Ordinary campaign, the company’s collaboration with two creators on the platform (Kerry Lockwood and Little Big Bell) aims to inspire Pinners to style unique spaces in their houses with bright and colourful touches. 

Pinterest recently launched Idea Ads with Paid Partnership to enable businesses to collaborate with a creator to produce “immersive, interactive branded content that consists of images and videos to tell a story and inspire the creator’s audience to action”.

It also provides companies the ability to scale collaborative content beyond the creator’s audiences by promoting it to their target audiences and measuring performance on Pinterest’s ad platform.

Natasha Billing, Marketing Director at Made, says, “We are delighted to be partnering with Pinterest for our Never Ordinary campaign.”

“Handing over the creative power to two brilliant Pinterest creators known for their colourful interior inspiration has helped shape up authentic content that could only come from creators who understand our audience.”

“Utilising Pinterest to closely collaborate with creators has provided us with an opportunity to reach new audiences at the very moment they are seeking inspiration for their own home.”

Daniella Gregory, Retail Team at Pinterest, comments: “Millions of interior lovers come to our platform every month looking for new inspiration to refresh their homes.”

“Recently we’ve seen a particular spike in searches for colourful living room ideas, which gives Made the perfect opportunity to highlight its new collection of statement pieces and encourage shoppers to make bolder choices.”