Channel 7 drives online and offline results with out-of-the-box Pinterest integration

Ever watch a home improvement show and feel inspired to spruce up your own space? As Australia’s Channel 7 prepared to launch their new show, ‘Dream Home’ (@dreamhome7), they wanted to help audiences do just that. The channel was looking for a way to make the show’s launch both engaging and interactive for viewers. So they turned to Pinterest to extend the ‘Dream Home’ inspiration beyond the TV screen.

The goal

Channel 7 wanted to increase awareness of ‘Dream Home’ while also fostering an engaged audience community. They knew that viewers would be clamouring for ways to make their own dream home a reality, and the channel set out to create a holistic, actionable experience. By creatively integrating Pinterest into the show’s launch, Channel 7 could give viewers more of the content that they wanted, while driving them from watching to engaging with additional content and shopping for products inspired by the show.

The strategy

‘Dream Home’ aired multiple times per week on Channel 7 from June to August 2024. It was also available to stream on Channel 7’s online platform, 7Plus. During each Sunday night reveal episode, ‘Dream Home’ prompted viewers to explore further using their ‘Dream Home’ Pinterest boards. There, viewers could browse and shop home inspiration from the show, with more than 2,000 Pins detailing each room of the renovated home, which included images from the show in addition to exclusive digital content. To ensure the best experience for viewers, all their content was fully optimised with Pinterest best practices. Pins that included relevant titles and keyword-rich descriptions and boards that featured cover images, descriptions and curated sections made it easy for viewers to find what they were looking for, and for the content to appear in relevant searches. 

Channel 7 knew that the ‘Dream Home’ audience would not only be inspired by the show, but ready to take action with renovations and upgrades of their own as well. So they made it easy for their audience to take that next step with dedicated ‘Shop the Look’ sections for each home reveal board. Audiences could find product Pins and Pins with tagged products that allowed them to see how products came together to form rooms from their favourite episodes. Plus, they could easily save and shop for the featured items.

To drive even more value with the show’s launch and promotion, Channel 7 created a media package that enabled sponsors of the show to extend their support to Pinterest. They leveraged the ‘Dream Home’ excitement on Pinterest with further on-platform promotion of the sponsors’ featured products.

Finally, to support their organic efforts, Channel 7 also ran an ad campaign to drive brand awareness of the show.

The result

Channel 7’s ‘Dream Home’ integrations on Pinterest opened the door to impressive results. On-platform, Channel 7’s combined efforts drove close to 60M impressions. Audiences eagerly engaged with the content, driving almost 8K saves of ‘Dream Home’ Pins and more than 30K outbound clicks throughout the show’s air dates. 

Off-platform, the partnership garnered impressive earned media. The show’s creative use of Pinterest was picked up by all major Australian trade publications and was featured on one of Australia’s most watched morning TV shows, ‘Sunrise’.

Tips to try

Get more out of your Pinterest content with these best practices.

Think outside the app
Pinterest is a powerful tool that can extend beyond mobile and desktop. It can help to amplify offline efforts, house supplementary content and augment cross-platform campaigns. Get creative and explore fresh ways to integrate Pinterest beyond the platform.

Get the branded band together
Branded content can contribute to the impact of campaigns of all kinds. And on Pinterest, that content stays discoverable for longer. Find opportunities to integrate partner content into new and existing efforts.