MECCA has partnered with Pinterest to bring to life its global first campaign execution, 'Trending Machine'.
The digital experience highlights four different and shoppable makeup looks currently trending on Pinterest.
Beauty is one of the top categories on Pinterest with people 4.5x as likely to make a purchase based on beauty branded content they saw on Pinterest, compared to people on other social media platforms.
Lottie Laws, head of retail at Pinterest ANZ, said the digital Trending Machine highlights the power of Pinterest insights and the creative possibilities of the platform.
“For consumers, it brings joy to the shopping experience, discovering a new look and seamlessly shopping the trend into reality,” said Laws.
“This was a true collaboration between MECCA, our agency partner in Resolution and our Pinterest creative and account management team to deliver a truly innovative campaign targeting Gen Z.”
The insights behind the trends reflect what inspiration users are searching for on the platform and each has been paired with products from MECCA’s leading brands for consumers to create the looks at home.
For Mecca, this is a first-of-its kind campaign which will leverage Pinterest insights and audience to inform advertising activity with omnichannel opportunities.
The Pinterest Trends are housed in a co-branded Trending Machine, a digital vending machine, where consumers can shop one of four looks (prep your canvas, made you look, cheeks that speak, swipe on and stand out), and shop the products featured in each one.
The campaign also features an interactive lookbook where users can tap on the trends to learn more, discover inspiration, and watch tutorials that teach them how to get the on-trend look using the products from MECCA.
The campaign started with an event in Sydney for emerging makeup artists and creators to be inspired by the latest trends. The event included a physical vending machine bringing the digital activation to life.
Hannah Fillis, head of digital marketing at MECCA, said the company look to platforms like Pinterest to provide data on trending search terms to develop content on beauty looks that its customers are increasingly searching for online.
“The global first Trending Machine will allow us to showcase new trends directly on the Pinterest platform for the beauty-obsessed community so they can discover, engage and shop the latest beauty trends,” said Fillis.
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