Pinterest Dmexco 2019
Role: Art Director
DMEXCO is the meeting space for business minds to learn and inspire, build connections, and turn ideas into action.
That makes it the perfect place for Pinterest to create a defining moment and share our brand story as we continue to roll out our advertising offering in Germany.
The Ask
At DMEXCO 2019, we’ve been tasked with introducing Pinterest to the German market.
Everything from the creative narrative to how we visually show up in the space should tell our story: that we’re a platform unlike any other because our audience is in the best frame of mind to connect with brands.
Our Goals
We’ll immerse guests into the Pinterest mindset of to achieve the following:
◦ Comprehension. Educate attendees about Pinterest’s value.
◦ Accelerate deals. Generate 200 leads for sales and 15 sales meetings.
◦ Brand love. Deepen relationships with key partners. Positive sentiment shared on social networks.
The Idea
Incorporate three (3) trend spotlights to showcase how people use Pinterest as inspiration for the big and small events in their life
A tastefully designed meeting room was built to host private client meetings. Three (3) Pinner stories, featuring real Pinterest users were displayed on the meeting room walls.
The Oasis Garden
Trend: Inspire Pinterest users with decoration and design ideas to transform their home into a green, magical oasis.
How it shows up: A vertical garden was incorporated in the space to interactively showcase a popular P100 trends.
Pinner perspective: “I come to Pinterest to create my own little oasis with gardening and greenery.”
Insight: Vertical gardens provide pleasant green from the floor to ceiling, so it’s no surprise that searches for vertical gardens are up 287%.
Give the Gift of Shopping
Trend: People use Pinterest to find ideas for big and small life events, from every day get togethers to holidays. Inspire Pinterest users with a range of gifts for every occasion.
How it Shows up: A prominent display wall featured current products available on the app, reinforcing the ease of gift finding when using Pinterest.
Products on display included select Pinterest creators in Germany, including a beautiful leather bag from Gusti Leder and kitchen utensils from Springlane.
Pinner Perspective: “Whenever I want to treat myself, I know I can come to Pinterest to be inspired for the perfect shopping spree.”
Insight: Pinners believe that every little moment should be celebrated, from spontaneous picnics to small excursions with searches for small celebration events up by 113%.
Cheerful Fall Table Display
Trend: On Pinterest, fall is a great time to inspire users with seasonal ideas. Invite them to stimulate their appetite with uncomplicated and delicious pumpkin recipes.
How it shows up: On the meeting table, an artful centerpiece of autumn produce included an insight card with a pin code; any guest that scanned the code was directed to a table displaying ideas from the app.
As fall is a popular inspirational season on Pinterest, messaging and accents complemented the decor.
Pinner perspective: “I come to Pinterest to get inspired for cozy fall recipes.”
Insight: Perfectly presented family-style buffets are a feast for the eyes and the senses with queries for buffets up by 163%.
Graphic Language
This visual direction highlights life’s Discovery moments through an abstract and playful style that brings a liveliness to our space. We’ll utilize negative space, bold colors, and shapes to emphasis sparks of inspiration.
