Pinterest unveiled plans at CES for a new DIY lifestyle TV series, Bring My Pinterest to Life, that will debut in March on Roku.
Across six episodes, Creators Drew Michael Scott, Caroline Vazzana and Tay BeepBoop Nakamoto will work with real people on an “inspiration to realization” journey to turn their Pinterest boards into real spaces. Viewers will be able to seamlessly move from watching the series to saving ideas on Pinterest and then shopping for their homes with a number of brand partners that include Wayfair, Eos and Michaels.
Produced in partnership with B17 Entertainment, Pinterest hopes the show will serve as a heartfelt series about turning inspiration into real-world change, capturing the way people already talk about “my Pinterest board, brought to life.”
In lieu of traditional ad breaks, brand partners will be woven into the series. For example:
Advertisement
- In an episode focused on an outdoor patio transformation, Wayfair’s products are core to the narrative, helping the participant to effortlessly translate Pinterest inspiration into a space that’s just right for them;
- In a personal transformation-focused episode, Eos products serve as the starting point of routines and confidence-boosting rituals that participants build from their Pinterest inspiration, showing how they move from vision to everyday self-care; and
- In DIY and craft-driven episodes, Michaels supplies the materials that empower participants to bring their creative projects to life.
TV Show Ties Into Larger Advertising Strategy at Pinterest
This show is part of Pinterest’s broader strategy to bring its AI-powered, intent-rich signal to more formats and screens. In December, Pinterest announced plans to acquire tvScientific, a connected TV performance advertising platform, in order to give marketers a better sense of how TV placements impact their broader performance ad campaigns.
“People plan and shop across multiple screens, and advertisers need performance solutions that reflect that reality,” said Bill Ready, CEO of Pinterest in a statement. “For the first time, Pinterest advertisers will be able to evaluate TV with the clarity they expect from their performance channels. Looking ahead, advertisers will be able to buy TV with the performance metrics they are already using, turning Pinterest into a true search, social and CTV performance solution. This is an exciting progression in our multi-year strategy to drive new sources of demand to Pinterest and begin to allow advertisers to reach our valuable audience beyond our platform.”
Pinterest also has been working to boost direct shopping on its own platform, including a shoppable recipe integration with Walmart and the debut of a “Where to Buy” feature for CPG advertisers.
Check out Bring My Pinterest to Life series trailer here:
