David Jones has engaged Pinterest to develop a global-first custom shopping takeover on the platform – a Pinterest editorial shopping board exclusively featuring David Jones’ own Product Pins. The gift featured all David Jones products under the theme of ‘Stylish Gifts for Every Budget’ and included gift ideas for a variety of price points.
The campaign also included David Jones taking over Pinterest’s video units including Premier Spotlight on Search and Home Feed, driving to David Jones holiday shopping.
David Jones chief marketing officer, James Holloman said, “For 186 years David Jones has been at the forefront of innovation, constantly redefining what it means to shop and experience retail in Australia. This Christmas, we’re pleased to partner with Pinterest on a global-first gift guide that aligns with our vision to inspire and drive meaningful connections with our customers.
“A key ambition of our marketing strategy is to provide our customers with immersive experiences that celebrate the festive season while giving them the opportunity to discover, and shop the moments that matter the most.
“This partnership extends beyond driving commercial objectives and making Christmas a success; it’s about creating memories for millions of Australians and making this Christmas one they will always remember.”
Pinterest managing director, Melinda Petrunoff added, “Pinterest is more shoppable and actionable than ever – over 50% of our users tell us they come to the platform to shop and we’ve been prioritising how we can help them shop the items they’re looking for quicker and easier.
“This campaign with David Jones is the perfect example of how a brand can reach our highly engaged audience, at the right time with relevant content that helps them to take action and shop that perfect holiday gift.”
In partnership with Pinterest, Resolution Digital was able to activate the global-first shoppable gift guide, highlighting the range of gifts available at David Jones for different price points.
Resolution Digital managing director, Matt Keegan said, “David Jones and holiday shopping go hand and hand, and to partner with Pinterest to bring to life the shopping experience on their platform was the perfect strategic alignment. This was an amazing way to bring to life the David Jones holiday campaign in an innovative way, that leant into the type of highly relevant and shoppable content we know the Pinterest audience is after.”