Aldi and Kevin the Carrot are joining forces with Pinterest in their latest Christmas campaign, and will explore a series of new ad formats, which hope to inspire people looking for a touch of festive joy.
The collaboration will see Aldi explore Pinterest’s new advertising formats, including Lead Ad, Premiere Spotlight and Breakthrough video.
It is the first time Aldi will use Pinterest’s Premiere Spotlight campaign tool, which allows brands to secure premium placements on the platform for a selected amount of time, meaning they can promote high-visibility campaigns.
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Pinterest users who search for festive inspiration will come across a ‘Golden Pin’ video which adopts a Pinterest breakthrough technique to magically appear in the home feed, giving access to a secret Santa-themed Pinterest board.
Once users add their email and Pinterest handle to the board, users will be invited to fill in their email and Pinterest handle to be added.
The board’s content will be updated each week, with QR codes in stores and digital magazines helping to drive people to the boards, while in the week leading up to Christmas, The Christmas Factory board will open up to all – featuring Kevin the Carrot alongside a host of Christmas imagery.
“Millions of people come to Pinterest every month looking for fresh ideas they can take action on. It’s important for us to make it easy for users to find content which is relevant to what they’re looking for – which for many people at this time of year, is all things Christmas!”, said Pinterest UK creative strategy lead Karen Bloom.
“We’re excited that Aldi leveraged our insights and ad formats in such a creative and cut-through way in order to surprise delight and inspire people with the very things they are looking to buy this festive hosting season.”
