The Home Depot Built-In Pins Campaign Builds Inspiring Rooms Inside the Platform
22squared Helps People Move from Inspiration to Doing, Allowing Aspiring DIYers to Create Inspiring Spaces and Build Rooms
Pinterest Showcases Built-In Pins Campaign at Pinterest CES Space
ATLANTA — January 8, 2018 — The Home Depot, the largest home improvement retailer in the U.S., continues to empower first-time homeowners using Pinterest to help move people from inspiration to doing. Partnering with 22squared, and Pinterest, a visual discovery platform people use to try new things, The Home Depot Built-In-Pins campaign uses unique online and offline Pinterest initiatives to invite aspiring DIYers into the ‘before’ process, then show them all of the doing that goes into an ‘after’. The entire, immersive experience allows users to create rooms inspired by Pinterest ideas, inside the platform, within the dimensions of Pins, on their mobile device. Link to work: https://www.pinterest.com/homedepot/built-in-pins/.
This week, Pinterest is showcasing The Home Depot Built-In Pins campaign at their CES space and sharing with their partners as an example of an innovative execution.
Lisa DeStefano, VP, Marketing, The Home Depot, commented, “What makes this own-able for the Home Depot Brand is showing all the doing that went into the beautiful ‘afters’. We don’t use Pinterest as a platform just to inspire, we are there for you through the whole process of the planning of the ‘before’ to the ‘look what I did’ afters and in this campaign, we’ve done just that.“
Behind the Built-In Pins:
22squared created engaging Promoted Video Pins in rooms, built to Pin proportions, so users see the doing it takes to create Pinterest-inspired ideas and making it seem like these rooms are literally being built for the individual user, inside their mobile device. Users who view the Built-In Pin campaign Hero Videos can then step inside the finished Pin. Users can explore rooms and click through informative hot spots in the first shoppable 360° experience through Pinterest. 22squared partnered with OmniVirt to launch the 360° interactive component. Each Built-In campaign Pin also serves as a micro content hub, driving to relevant how-to content and product Pins all within the platform; giving first-time home owners the tools, confidence, and know how to take on the project for themselves. Currently the initiative features Living Room, Bathroom, Kitchen and Bedroom Pins. The Built-In Pins initiative is the very first platform-centric campaign for The Home Depot, made for Pinterest, on Pinterest. Built-In-Pins will also soon be coming in-store, at select locations, giving customers the opportunity to step inside the pin in real life.
Alex Lukacs, Associate Creative Director, 22squared, stated, ”Built-in Pins flip the convention of just showing beautiful ‘afters.’ Instead, we built visually inspiring rooms inside of actual Pins, creating the first-ever Pinterest board where people can literally see first-hand everything that went into making it a reality and gain the confidence to do it themselves."
About The Home Depot:
Our founders’ vision of one-stop shopping for the do-it-yourselfer came to fruition when they opened the first two Home Depot stores on June 22, 1979, in Atlanta, Georgia. The first stores, at around 60,000 square feet each, were cavernous warehouses that dwarfed the competition and stocked 25,000 products, much more than the average hardware store at that time. Today, The Home Depot is the world’s largest home improvement retailer with nearly 400,000 orange-blooded associates and more than 2,200 stores in the U.S., Canada and Mexico. The typical store today averages 105,000 square feet of indoor retail space, interconnected with an e-commerce business that offers more than one million products for the DIY customer, professional contractors, and the industry’s largest installation business for the Do-It-For-Me customer.
22squared is one of the nation’s top independent advertising agencies. We blend smarts, leadership, and creative talent to give rise to decisive action and positive impact across business and culture. We embrace a bold ethos: Together, We Give Rise to Change. We are privileged to partner with some of the most recognized and iconic brands around, including AdCouncil, Baskin-Robbins, Dunkin’ Donuts, The Home Depot, Publix Super Markets Inc., Shoe Carnival, Southeast Toyota Distributors, and The Home Depot, among others. We are 375 fiercely independent thinkers and makers, based in Atlanta and Tampa. Visit us at www.22squared.com to learn more.
Author Janice & Associates PR