Pinterest and Instacart are taking a new tack in customer engagement developed to enhance the connection between social media users and retailers who partner with the delivery platform.
The initiative aims to boost Pinterest consumer engagement with high-intent audiences by leveraging Instacart data. The new collaboration aims to connect Pinterest audiences with products they favor at the moment they’re considering use for such tasks as meal-prepping for the week, planning a backyard movie night or redecorating an office.
In the initial partnership phase, the two parties stated, select brands advertising on Pinterest will be able to promote their products to Instacart first-party audience segments based on real-world retail purchase behavior. In that way, Pinterest advertisers will be able to reach high-intent shoppers with more precision, according to the companies. Pinterest ads could be directly shoppable via Instacart. As such, a Pinterest user could pin a cocktail recipe and instantly order everything to serve up the drink.
Pinterest advertisers will gain a new way to leverage first-party audience data from Instacart to target and reach consumers based on actual purchase behaviors. A planned second phase will introduce closed-loop measurement, which would tie Pinterest ads to actual product sales across the Instacart Marketplace of more than 1,800 retailers, providing evidence of campaign impact with real purchase data, according to the companies.
“With powerful first-party data by Instacart, brands can reach Pinterest users at the exact moment of intent and turn ads into shoppable experiences on Instacart,” said Samir Pradhan, Pinterest vice president of product management. “This partnership transforms discovery into purchase in just a few clicks, bridging the gap between inspiration and action for millions of Pinterest users.”
Ali Miller, Instacart vice president of ads product, added, “Pinterest is an incredible platform for inspiration, and that inspiration can often lead to a purchase. By layering in Instacart’s valuable retail media data, we’re giving brands a more targeted way to reach high-intent Pinterest users at the right moment, when they’re open to discovering something new and deciding what to buy next.”
