Pinterest and Wayfair launch UK trend‑to‑shopping campaign with 4.5% sales lift
Pinterest and Wayfair launched a UK campaign that turns top Pins into a shoppable shopping list, delivering over 4.5% incremental sales lift after analysing a 12‑month period of search data. The initiative also drove a 3.5‑point increase in action intent and a 2.5% rise in Pin awareness among UK users.
Using Pinterest UK search data, Wayfair identified two rising home‑interior themes: Cosy Spaces, focused on warm, comfortable rooms, and Dopamine Décor, which embraces bold colour and playful details. The brand turned these insights into curated product collections on Pinterest, letting users save favourite items and click through to Wayfair to purchase. The Top Pins phase ranked the ten products most saved and engaged with during the Wishlist stage, turning the most‑pinned items into a direct shopping experience.
“Pinterest gives us a really interesting view into what people are searching for and thinking about for their homes. With this campaign, we’ve been able to take those insights and turn them into something tangible, first by creating the Wayfair Wishlist around the trends people were visually searching for, and then by seeing which products people actually saved and engaged with. Top Pins brings those favourites to the forefront and shows how inspiration can translate into products people genuinely want to buy and bring into their homes,” Alberto Pontin, Head of Performance Marketing, Wayfair UK said.
“With Top Pins, Wayfair is turning the products that captured people’s imagination on Pinterest into a shoppable experience, powered by our understanding of what people are searching, saving and planning for their homes. By identifying the interior trends gaining momentum across the UK, from Cosy Spaces to Dopamine Décor, Pinterest insights have helped shape a first‑of‑its‑kind campaign that connects Wayfair with people in a way that feels relevant and useful. It also shows how Pinterest trends can help brands engage audiences with precision and authenticity,
What we know
This first phase generated impressive results for Wayfair, with over 4.5% incremental sales lift, a huge 3.5pt lift in action intent and a 2.5% lift in Pin awareness.
Based on Pinterest UK searches compared to last year interest in Cosy Spaces is reflected in searches for ‘cosy corner’ which surged by 465%, while ‘warm modern living room’ rose 265% and ‘earthy cosy bedroom’ increased 245%. While, or Dopamine Décor, searches for ‘whimsy room decor’ surged by 655%, while ‘colour drenching living room’ rose 395% and ‘colourful living room inspiration’ increased 370%.
With more than 80 billion searches made on Pinterest globally each month, the visual search platform offers brands a unique view into what people are looking for and planning for their homes.