Suncorp aims to inspire with Pinterest as platform reports rising consumer demand for positivity

Nearly half of Australian adults are more likely to both feel more positively towards and remember the brands they encounter online when they’re feeling more positive and inspired, a new Pinterest survey has found.  

The findings come as Suncorp launches its first-ever campaign on Pinterest aimed at inspiring and positively connecting with Australian consumers around home renovations.  

The latest It Pays to be Positive global report produced by Pinterest in partnership with intelligence company, Morning Consult, and YouGov looked at the impact of positivity and positive context on adults and how they respond to brand advertising online. Across 2000 participants surveyed, the social media site found two in three adults agreeing it’s a brand’s responsibility to advertise in safe, positive places and avoid negative content.  

In addition, 60 per cent of respondents reported some parts of the Internet feeling dark and scary, and the majority said they assumed a brand or ad appearing alongside harmful content recognised or endorsed being adjacent to such content. The majority also agreed a brand showing up alongside negative content negatively impacts their perception of the brand, while a brand positioned alongside misinformation, such as health or election content, appeared less trustworthy.  

At an Australian level, Pinterest found 47 per cent of adults surveyed agreeing they are more likely to remember the brands they encounter online when they’re in a more positive frame of mind. Forty-eight per cent are also likely to feel positively towards that brand. The same percentage agreed when they see a brand in a positive space, they’re more likely to trust that brand. Locally, 46 per cent said they’d also be more likely to purchase that brand when seen in a positive context.  

On the flip side, 61 per cent of Australians agreed brands appearing next to clear misinformation are harder to trust, while seven in 10 agreed it’s a brand’s responsibility to advertise in safe, positive spaces and avoid negative content.  

The findings complement Pinterest’s position as a platform for more positive and inspirational content, the social media company said. According to YouGov insights into Australian Pinterest users in August, 63 per cent report Pinterest containing positive content as opposed to negative content.  

And since the COVID-19 pandemic began, this quest for more positive content has escalated, Pinterest said. For example, the company noted searches and interest in ‘positivity’ are up 65 per cent year-on-year and at their highest levels in the platform’s history.  

“Now more than ever, platforms are responsible for creating and fostering positive online experiences for consumers,” Pinterest stated.

Suncorp's inaugural Pinterest campaign aims for inspiration

And that’s exactly what Suncorp is looking to do with its first-ever Pinterest campaign, timed to coincide with its major sponsorship of home renovations reality show, The Block.

The campaign is aimed at helping people gain ideas on the renovation style most suited to their needs and has been put together with Shaynna Blaze. It’s based around a ‘quiz to board’ extension, an immersive experience and five-question quiz that will direct consumers to personally curated boards featuring design inspirations for bringing their home renovation journey to life.

Suncorp executive GM of brand and marketing, Mim Haysom, told CMO the financial services group was well aware Pinterest is a huge source of inspiration for consumers.

“The best renovations - big or small - start with planning, and with more Australians starting their renovation journey online than ever before, we know Pinterest is a huge source of inspiration,” she said. “Whether it’s starting the design process or dreaming about the next home project, our Pinterest activation helps guide consumers on their home renovation journey from the design phase, right through to the best financing option for each individual.”  

As well as the quiz and content, the curated Pinterest boards will also provide an opportunity for customers to learn how they can get closer to their home goals with Suncorp.  

“This campaign is all about connecting and engaging with our customer through meaningful content,” Haysom continued. “It’s important we reach customers who are considering a renovation or refinancing option and present them with meaningful, engaging content that not only positions the brand with a compelling offer, but provides utility. The Pinterest activity is just one component of our content strategy that leverages multiple social channels including Facebook, Instagram and YouTube.”    

In addition to engagement metrics, Haysom said Suncorp has partnered with Pinterest to run a brand uplift study to understand the impact of this channel and this style of content.   

According to Pinterest, 89 per cent of weekly Pinners use the platform for inspiration in their path to purchase. It’s also seen Australians increasingly looking for content relating to the home. For example, storage solution searches such as ‘living room storage’ and ‘garden tool storage’ are both up 140 per cent, while searches for ‘small living room décor’ are up four-fold.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.