Tesco Media and Insight Platform have partnered with social media site, Pinterest to allow UK’s top CPG brands more effectively reach shoppers online.
As part of the offsite media partnership, brands will be able to use Tesco Clubcard data to reach shoppers on the platform through highly personalised ads, the firms said in a statement.
The UK is one of Pinterest’s largest communities with 17 million monthly active users, including 1 in 3 mums and 31% of millennials in the country. By using Tesco Clubcard data brands will reportedly be able to target the right shopper at the right time as they browse. According to research, Pinterest users are typically eager for inspiration and are open to new ideas from brands, both those they already buy from and those they are yet to discover.
The Pinterest partnership will allow brands to use up to five ad formats including static, video, carousel, and collections, which all blend into the user’s home feed. Meanwhile, the Tesco Media and Insight Platform sales conversion report closes the loop by attributing sales to users who saw the ads.
Speaking on the deal, Stacy Gratz, Managing Director, Tesco Media said: “[The partnership] will give CPG brands more opportunity to reach shoppers at the vital consideration stage. A winning combination of Pinterest’s audience and Tesco’s Clubcard data means brand marketing teams can reach shoppers at scale, whether they’re browsing for new recipe inspiration or looking for the latest baking trends.”
Tesco Media and Insight Platform use dunnhumby’s Sphere platform, which allows brands and agencies to book premium placements directly, as well as quickly understanding real-time campaign performance with closed loop measurement.
“Millions of people come to Pinterest every month to plan and shop for all life’s moments. Food and drink are huge on Pinterest, with people searching for everything from weekday lunch ideas to family BBQ inspiration and fancy dinner party dishes,” said Tim Woollias, Sales Director for Pinterest UK.
He added: “They want to hear from brands, so ads actually enhance the user experience, rather than detract from it. This new partnership will enable thousands of brands to connect with Tesco customers who are seeking inspiration on Pinterest, serving them with the very ideas and products they’re already looking for.”
