THE HOME DEPOT
Built-In Pins
From dreaming to doing.
We wanted to give first-time homeowners the confidence to move beyond just inspiration pin boards and turn their “befores” into their very own “afters.” The answer was Built-in Pins, a series of Pin-worthy rooms literally built from scratch inside a Pin. For the first time, people could see every step of their inspiration brought to life, and then shop the products directly within the platform.
Our approach.
To inspire rather than intimidate, we showcased exactly how to create Pin-worthy rooms by building everything in the room from start to finish, within the specs of a Pinterest pin. And then built a surrounding library of how-to content to equip viewers with the education and tools to DIY.
Building the content ecosystem.
We deconstructed beautiful Pinterest images and converted them into a custom vertical 3D set where we could record every step that it took to make the scene from multiple angles. Using time-lapse video, viewers could watch each set transform from an empty room into an “after.”
Every Pin was a microhub of content connecting viewers to an entire ecosystem of browseable and buyable content including How-To’s, DIY tips, and product Pins.
We also hacked One-Tap Pins to create the first-ever 360° shoppable experience in Pinterest, where viewers could virtually step inside of each of our rooms and add the products they liked directly to cart. Then we used Pincodes in The Home Depot stores to connect digital inspiration to the real-world shopping experience.
“With over 500 pieces of content and a unique 360° shopping experience, this campaign was the most effective work we’ve seen in a long time.”
Work Categories:
Social Content, Digital Video, Content Strategy