Pinterest has launched a global B2B campaign titled 'P is for Performance'. The campaign, set to launch on February 22, is centred around new products such as API for Conversions, mobile deep links, shopping ads, and direct links.

The campaign features action-packed mini-movies promoting a suite of products for advertisers, with the aim of converting users into buyers on Pinterest. The digitally focused campaign will run across paid social, programmatic and trade publication channels in the US, UK, and AU before entering markets globally later this year.

The creative team behind the campaign includes industry names like Tim Godsall, an internationally acclaimed commercial director particularly known for offbeat comedy, plus Corey Burton, one of Hollywood’s most in-demand voice actors who's participated in Quentin Tarantino’s “Once Upon a Time…in Hollywood” and Count Dooku in Star Wars.

“Inspired by the aesthetic of iconic action movies, we wanted to tell our performance advertising story in a way only Pinterest can — with elevated style and an element of the unexpected,” said Xanthe Wells, VP of Global Creative at Pinterest. "We took a moviemaking approach and tapped exceptional talent from the film industry to craft a high action story that breaks through the conventions of B2B marketing."

Godsall also pointed to Pinterest being an iconic brand. "We wanted to create pop-culture jewels to tell a story that turns performance marketers' heads with an unmissable, totally unique Pinterest style,” he said.

"What better way to talk about high action in the lower funnel than to lean into the timeless genre of action movies?”

The campaign follows Pinterest’s first earnings call of the year, where the company highlighted its progress in becoming a meaningful performance player. The percentage of revenue from advertisers who adopted at least three of Pinterest’s suite of performance tools increased from 2% at the beginning of 2023 to 23% by the end of the year. Pinterest reports up to a 28% increase in conversions and a 96% increase in traffic for its advertisers.

Pinterest has also positioned itself as platform favoured by Gen Z, with 42% of its 8 million Australian active users fitting in this cohort, according to Ipsos data. The social media platform is used by nearly half a billion people globally on a monthly basis for search, save, and shop activities. It claims to have built up capability to make every pin across the platform shoppable, and has stated more than half of its users are now coming in to shop directly within its environment.

Pinterest said its focus on performance advertising tools and the conversion of users into buyers is a significant step in its evolution as a platform.