Pinterest proves it’s more than just pretty things in a new partnership with Toyota.
The new campaign celebrates Toyota’s 2021 Sienna model launch and marks the car company’s first time taking on Pinterest. Four diverse creators spanning a florist, photographer, restaurateur, and therapist-turned-interior-designer, will use Pinterest’s Story Pins to showcase the Sienna through video and photo content, including tips and design ideas to inspire car consumers. The goal of the campaign is to change the attitude around cars, especially minivans, and position the Sienna as a destination, instead of just a means to a destination. For example, the Sienna will be marketed as a core part of outdoor movie nights, makeshift man caves, and even mobile podcast studios – all activities that echo the effects of the pandemic.
When the pandemic hit, Pinterest popularity surged as users searched for ideas for everything from at-home entertainment to make-your-own-mask inspiration. This in mind, it makes sense that Toyota, which wins in visibility according to Gartner’s Digital IQ Index: Auto, would tap the platform to encourage more eyeballs on its new model. Brands looking to lay claim on a new lot of consumers or simply reach their own audience in new ways should consider breaking down the stereotypes surrounding “aesthetic” platforms like Pinterest and instead, realize its potential as a true avenue for digital success.