Campaign Experience Awards winners 2023: Brand Experience B2B

In a pandemic-influenced brave virtual world, how can businesses stand out, particularly to an audience already suffering Zoom fatigue?

Enter Pinterest Presents, an annual virtual conference for Pinterest’s B2B audience – with the core brand belief that “It’s Different Here.”

In breaking the format of typical virtual conferences and webinars by keeping the charm of IRL while embracing the best of URL, the project was able to demonstrate the quirky and warm personality and value of Pinterest. The “as live” 60-minute broadcast show featuring the star of Netflix’s Queer Eye, Tan France, alongside various brands and Pinterest’s most important voices, was localised across the brand’s seven key markets: the US, Canada, Brazil, Australia, UK, Germany and France. With eye-catching set design, unexpected guest collaborators and a genuine sense of warmth and community, Pinterest was able to effectively distinguish itself from the traditional world of big tech.

The sets brought to life tools offered by the platform, such as the Pinterest Predicts trends tool (“Dopamine dressing” anyone?) to tailored and targeted shopping features. Tan unveiled “Your Shop” – a new, customisable shopping update; Pinterest CEO Ben Silbermann presented the importance of creating a more positive internet and CMO Andrea Mallard explained why inspiration is key for brands and advertisers.

The campaign generated more than 65 global news stories, clocking up 34,000 show views, of which 57% of attendees were new contacts. And 87% of survey participants said they were more likely to advertise on Pinterest as a result of watching the show.

Highly commended:

Google Marketing Live by Wonder for Google

Shortlisted:

From Imagination to Reality at Mobile World Congress 2022 by Jack Morton for Ericsson

HearstX by Hearst UK

Pinterest Cannes | It's Different Here by Amplify for ​​Pinterest

Reddit Explorers Club by Giant Spoon for Reddit

To read the full article visit Campaign.