Pinterest and Wayfair turn top Pins into first-of-its-kind shopping list

Wayfair. co. uk and Pinterest have launched a first-of-its-kind UK campaign showing how brands can use Pinterest to spot emerging consumer trends and turn them into a shopping experience.

The two-part campaign began with the ‘Wayfair Wishlist’, using Pinterest search data to identify home and interiors trends gaining momentum among UK Pinners, with two key trends emerging over a 12 month period: ‘Cosy Spaces’ and ‘Dopamine Décor’. The results highlight two very different directions in UK interiors.

Cosy Spaces is centred around warm, comfortable and inviting rooms, while Dopamine Décor takes a more playful approach, embracing bold colour, personality and unexpected details.

– Olivia Sauerwein, Resident Style Advisor, Wayfair Wayfair then transformed these trends into curated product collections on Pinterest, giving people the chance to discover the looks, save their favourite products and click through to Wayfair to shop them. This first phase generated impressive results for Wayfair, with over 4.

5% incremental sales lift, a huge 3. 5pt lift in action intent and a 2. 5% lift in Pin awareness. The campaign now continues with ‘Wayfair’s Top Pins’: a ranking of the home and interiors products that proved most popular with people on Pinterest in the UK.

The list is based on the products people saved and engaged with most during the Wayfair Wishlist campaign, revealing the pieces that captured the most attention.

Wayfair UK x Pinterest Top 10 Pins Silentnight Supersoft Natural Gingham Duvet Set Cath Kidston Canopy Stripe Wallpaper Laurence Llewelyn-Bowen Siena Bedspread Spice Sadeen Unfinished TV Stand for TVs up to 77″ Adeoye Rattan Panel Bed Stacked III – Wrapped Canvas Print Altgeld Upholstered Ottoman Storage Bed Laurence Llewelyn-Bowen Siena Bedspread Bottle Green Cassia Frill Cotton No Pattern Duvet Cover Set with Pillowcases Included Shell Sofa Based on Pinterest UK searches compared to last year interest in Cosy Spaces is reflected in searches for ‘cosy corner’ which surged by 465%, while ‘warm modern living room’ rose 265% and ‘earthy cosy bedroom’ increased 245%.

While, or Dopamine Décor, searches for ‘whimsy room decor’ surged by 655%, while ‘colour drenching living room’ rose 395% and ‘colourful living room inspiration’ increased 370%. Through this campaign Pinterest helped Wayfair to understand changing consumer tastes and use those insights to inform how products are curated and presented to shoppers.

The campaign has been supported on Pinterest through creator content, Collage ads, Collection ads and immersive Pin extensions, alongside dedicated Cosy Spaces and Dopamine Décor pages on Wayfair’s own website.

By combining Pinterest search data with what people actually save and engage with, the campaign connects inspiration with shopping, giving Wayfair a clearer view of both the trends people are interested in and the products they want to bring into their homes.

Pinterest gives us a really interesting view into what people are searching for and thinking about for their homes.

With this campaign, we’ve been able to take those insights and turn them into something tangible, first by creating the Wayfair Wishlist around the trends people were visually searching for, and then by seeing which products people actually saved and engaged with.

Top Pins brings those favourites to the forefront and shows how inspiration can translate into products people genuinely want to buy and bring into their homes.

– Alberto Pontin, Head of Performance Marketing, Wayfair UK With Top Pins, Wayfair is turning the products that captured people’s imagination on Pinterest into a shoppable experience, powered by our understanding of what people are searching, saving and planning for their homes.

By identifying the interior trends gaining momentum across the UK, from Cosy Spaces to Dopamine Décor, Pinterest insights have helped shape a first-of-its-kind campaign that connects Wayfair with people in a way that feels relevant and useful.

It also shows how Pinterest trends can help brands engage audiences with precision and authenticity, get ahead of emerging conversations and build cultural currency around what people want next.

– Matt Siberry, Home Lead, Pinterest UK With more than 80 billion searches made on Pinterest globally each month, the visual search platform offers brands a unique view into what people are looking for and planning for their homes, and what they may want to buy next. Discover and shop the top Pinterest home trends of the season, at Wayfair. co. uk.