Festival season runs on Pinterest. It’s where UK festivalgoers plan the outfit, the look and the whole vibe weeks before the gates open. Pinterest wanted to give people a new reason to use the platform, a new reason to talk about it, and advertisers a new reason to invest, so we used UK festival culture to show Pinterest’s role across the whole journey. Our two-phase strategy started with planning, where Pinterest owns the prep so you can own the day. 14 creators made 185 pieces of content that pushed festivalgoers to build their looks on the platform. Then we went IRL. For Pinterest’s first ever direct-to-consumer activation, we skipped the done-to-death branded tent and took over the place every festivalgoer stops on the way in: the off-licence for the last-minute bits & touch-ups to be festival ready. Near Brighton Pride, All Points East and Notting Hill Carnival, corner shops became Pinterest’s Last Stop Festival Shop. Inside, e.l.f. brand ambassadors matched lip glosses to festival fits, and people could bedazzle disposable cameras and add badges as final touches, all to a soundtrack from DJs picked to fit each festival’s sound. Three pop-ups and 3,000 visitors later, Pinterest wasn’t just where festivals got planned. It was part of how they were lived.
