Effie Awards Category Context
For first-time homeowners, achieving a dream home was overwhelming, from creating the perfect space to choosing the right furnishings. And instead of walking into The Home Depot for inspiration, many were turning to Pinterest, and walking away intimidated. So we bridged the gap between people and their passions by disrupting this essential home planning platform. "Built-In-Pins" showcased the first rooms ever built from scratch inside Pinterest, taking people to an innovative 360° shoppable experience that converted engagement into sales. The campaign delivered 4x the industry average for ROAS, doubling engagement benchmarks and helping people tackle Pinterest-worthy projects with confidence.
State of the Marketplace & Brand's Business
CHALLENGE: Grow The Home Depot audience beyond the core DIYer