Pin Together, Stay Together: Pinterest and Family Brands

Nation’s largest family advertisers gain insight on how to connect with Millennials
through popular discovery tool in exclusive presentation for the
ANA Alliance for Family Entertainment

February 23, 2016, New York, NY — Millennials, the Holy Grail of current marketing, are dedicated Pinterest users. The coveted demographic, which represents more than 1 out of 3 (35 percent) of Pinterest’s 100 million global monthly users, uses the wildly successful discovery tool as a guide to big events and helpful tips and tricks for everyday moments, especially in passion-point categories such as beauty, fashion, and food. Of particular interest to marketers: 75 percent of all content Pinners save comes from businesses, offering the opportunity to showcase brands and products where they are actively sought out. 

These and other proprietary insights regarding how to tap into the marketing potential of Pinterest were part of an exclusive webinar today for members of the Association of National Advertisers (ANA) Alliance for Family Entertainment (AFE). The presentation, given by Pinterest Head of Partnerships, West Region Bill Watkins, is part of an ongoing series of knowledge seminars for the coalition’s members, which include the biggest family brands in the U.S. The webinar was hosted by AFE Chair Stephen Quinn, former EVP, CMO of Walmart (ranked No. 7 U.S. CMO in 2015 by ExecRank.)

For Millennials, including parents, Pinterest is a powerful resource for discovery and inspiration,” Quinn said. “It’s a major tool in how they organize and manage their daily lives, including what brands are best for them. For our members, the platform is a direct connection to what are arguably our most-important consumers.”

“Since Pinterest launched in 2010, we’ve helped Pinners plan important projects, develop their style and find new ideas to try in their everyday lives,” added Watkins. “Pinners might find something they love while scrolling through their home feed or using Pinterest search. Brands’ content plays a central role on Pinterest and no other platform has a more receptive audience.”

Other key findings presented at the webinar, based on a study of monthly active users include:

  • Seventy-nine percent of Millennial Pinners say the platform “is a guide to life and is a place to teach me how to do things,” versus 71 percent of all Pinterest monthly users.
  • Eighty-four percent of Millennial Pinners say Pinterest is where they search and discover things related to health and fitness, compared with 64 percent of Pinterest users overall.
  • Sixty-six percent of Millennials use Pinterest for baby and parenting search and discovery, compared to 45 percent of total Pinterest users.
  • Eighty percent of Millennials say that Pinterest “helps me find things I want to buy.”
  • Seventy-two percent of Millennial Pinners say the network “helps me connect with brands I love.”
  • Seventy-one percent of Millennials say the platform “recommends relevant products to buy.”

The presentation is the latest in a series of initiatives supporting the AFE’s strategy to showcase key digital platforms. Past webinar presentations and partners have included Facebook, Instagram, Twitter, Tumblr, and Yahoo!. 

“Families, like everyone else in our society, depend on digital technology in every aspect of their lives,” concluded Bob Liodice, ANA president and CEO. “However, change comes so fast that insight is a constantly moving target. The AFE is a critical source of tools to succeed in a fluid and sometimes bewildering landscape, and this webinar series is an important way for our advertisers to keep in step with consumers.”

About the ANA and AFE

Association of National Advertisers (ANA)
The ANA (Association of National Advertisers) provides leadership that advances marketing excellence and shapes the future of the industry. Founded in 1910, the ANA's membership includes more than 650 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA also includes the Business Marketing Association (BMA) and the Brand Activation Association (BAA) which operate as divisions of the ANA. The ANA advances the interests of marketers and promotes and protects the well-being of the marketing community.  For more information, visit www.ana.net, follow us on Twitter, or join us on Facebook

ANA Alliance for Family Entertainment (AFE)
Supported by the ANA, the ANA AFE is a coalition of national advertisers with more than 500 family brands, whose members represent $20+ billion of U.S. television ad spend. With members including American Licorice, Campbell Soup Company, Chick-fil-A, The Clorox Company, The Coca-Cola Company, Colgate-Palmolive, Crayola, FedEx, Georgia-Pacific, IBM, J.M. Smucker, Johnson & Johnson, Kimberly-Clark, PepsiCo, Post Foods, Procter & Gamble Co., Rich Products Corp., SC Johnson, Sensio, Six Flags, State Farm Insurance, Subway®, T-Mobile, TiVo, TracFone, Unilever, Verizon Wireless, Walmart, and Wendy’s, the group’s mission is to find, nurture, and support high-quality content the entire family can enjoy on multiple distribution platforms. Since its inception in 1998, the AFE has utilized its collective member strength to help bring to air more than 20 prime-time broadcast network television hits, kept innovative family content in the development pipeline, teamed with YouTube for the industry’s first family content partnership, and created the Search for America’s Newest Scriptwriter contest, the nation’s leading competition for storytellers of tomorrow. For more information visit www.anaafe.net

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Patty Kerr                                                                             
pkerr-cw@ana.net 
(310) 344-4487