In December 2020, the Crown Media social media team collaborated with Pinterest to tap into a new Pinterest Collections ad format, which enables advertisers to include up to four or five images within the center key image, called the, “hero image” with the idea to tell different stories on Pinterest. Fans can click on the hero image but can also scroll through the other smaller PINS and swipe to see the full images. (Please refer to images included in the image section).
For the Pinterest Collections ad campaign, we created a weekend premiere graphic of the all new Christmas movies on Hallmark Channel on Saturday and Sunday and on Hallmark Movies & Mysteries on Saturday and Sunday with date and time prominently listed. For the supporting PINS, we also looked at this as an opportunity to bring awareness about our three-time Daytime Emmy® nominated Hallmark Channel original lifestyle series. "Home & Family" which airs new original episodes Monday through Friday featuring recipes, cooking segments, DIYS, and about our Hallmark Channel inspired products available on Hallmark.com such as socks, mugs, totes and more. The supporting Pins used to create the “Ultimate Watch Party” included fun recipes ideas for hot chocolate or cookies from Home and Family, Hallmark Channel #1 socks to get comfy, Hallmark Channel Bingo Game, DIY heart warmers or DIY candles from Home and Family to create the Christmas ambience and Hallmark Channel branded Mug to pour your hot chocolate in while you snuggle in and watch Christmas Movies on Hallmark Channel and Hallmark Movies &Mysteries.
The ad creative not only included direct tune-in but also provided fans creative ways to make the ultimate viewing party for the Christmas movies. Pinterest being a social platform for ideas for recipes and DIYS, this ad performed really well reaching a large cross section of the audience and secured optimal likes and repins from our fans.