LONDON: Pinterest, the picture-sharing social site, is launching its first ever advertising campaign, which will debut in the UK from May with ads run across TV, outdoor and mobile.

The US firm, which has been pushing hard to expand beyond its home market, has teamed up with Channel 4, the public-service TV provider that also broadcasts ads.

The campaign, which was created by agencies MediaCom and Stinkdigital, will feature 10-second TV ads that link directly to Channel 4's programme content which viewers would have just watched.

"If you're watching a programme that mentions brunch, we're going to show you exciting ideas about brunch that relate to the UK – it's something I haven't seen done before," Elie Donahue, Pinterest's head of marketing, explained to Marketing Week.

"We chose three main different ad formats," she continued. "We chose TV, digital outdoor components and mobile. People's lives involve all three of those forms. They surf on their mobile phones, they take the tube, they watch a cool show with their family at night and they might be doing more than one of these at once."

Up to 50 versions of a 10-second ad will be created for 20 different programmes over the course of the seven-month campaign, which has the ultimate aim of providing people in the UK with a better understanding of how Pinterest can be used in their everyday life.

As such, the campaign will be highly localised and personalised, Donahue said, as she expressed confidence that UK audiences will find inspiration in Pinterest's first ever ad campaign.

"By focusing on the flavour of British culture, we're creating an ambitious, innovative campaign that will be constantly changing to connect with people where and when they want to be inspired," she told The Drum.

"We're thrilled to roll this out in the UK where the media landscape is so conducive to pushing boundaries," she added.

Data sourced from Marketing Week, Campaign, The Drum; additional content by Warc staff