Albertsons taps 'Pinterest Trends' for private label holiday campaign
San Francisco-based Pinterest announced a new tool that helps brands and retailers see what U.S. consumers are interested in and searching for on the platform. It’s called Pinterest Trends, and the announcement shared some interesting numbers results from an Albertsons private label holiday campaign.
Albertsons used Pinterest insights to get a better sense of what was trending in food and beverage trends to develop a holiday campaign that drove shoppers to stores to buy its private brand products. Albertsons saw trends such as a pumpkin-flavored alcohol drink grow by 154% on Pinterest, Friendsgiving party ideas increased by 475%, "holiday grazing table" trends grew 500%, and Christmas desserts trends grew 229%. Pinterest and Albertsons are still gathering insights around sales data for the private brand campaign.
Chad Coester, senior vice president of Own Brands, Albertsons Cos., said their shoppers were looking to stay ahead of the curve on holiday trends. “We believe Pinterest is the perfect platform to inspire shoppers with a new take on Holiday classics as they plan for the season. Using Pinterest Trends online and in-store enables Own Brands to be top of mind in a truly innovative way."
Pinterest Trends is only in beta, but it offers up a view of the top U.S. search terms within the past 12 months, and registers when the search terms hit peak levels over that time to get an idea of timing around trends and how content performs on the social and discovery platform.
The goals of Pinterest Trends is to help brands and retailers get deeper insights into consumer planning behaviors on the platform, as well as enable them to allocate budgets to campaigns that work best over the different planning stages. The tool can also be used to help a company validate thoughts about an emerging trend or platform they want to pursue, help refine search queries through auto-complete suggestions, and help advertisers identify the right keywords for their trend.
At the same time of this announcement, Pinterest also shared the top 100 trends they’ve discovered for companies to consider for 2020.
Albertsons popular Own Brands include O Organics, Signature SELECT and Lucerne.