Halifax and Pinterest Join Forces to Launch ‘Move or Improve’ Initiative

Recently, Halifax and Pinterest announced the launch of their co-branded campaign, supporting the bank’s ‘Move or Improve’ initiative. In a first for Halifax, the banking brand will inspire Pinners to realise their home plans by raising awareness of the products, tools and services they offer, through Pinterest’s immersive ad format, the Pin Extension.

Home decor is THE top category on Pinterest, with millions of Pinners coming to the platform every month to search and shop inspiration. An increasing number of people are also coming to Pinterest for information and ideas around financial services, with searches rising for things like ‘saving money tips’ (+155% YoY)*, ‘money saving plan’ (+165% YoY) alongside interior projects like ‘new build house ideas’ (+125% YoY) and ‘new apartment checklist’ (+40% YoY), making it the ideal platform for Halifax to reach consumers who are actively seeking financial guidance in relation to their homes.

Halifax’s new campaign will feature an interactive look book that Pinners can browse through, navigating a personalised route according to whether they are ‘renting’, a ‘first-time buyer’ ‘moving’ or ‘improving’. They will then be served a variety of options including ways to improve their current home, advice on remortgaging or being a first-time buyer, or consult top tips and advice ahead of renting their property.

“We are delighted to be partnering with Pinterest for our Move or Improve campaign, giving people inspiration for their future house plans, and making their Pinterest boards a reality. By using our look book, Pinners will be able to find the best ways Halifax can support their next step, whether that’s renting, moving to a brand-new home, or making improvements under the same roof.” – Jeremy Hayward, Customer Engagement & Value Generation Director.

“People have always come to Pinterest to plan and shop for their next home renovation or makeover. What we’ve started to see over the last year in particular is more people coming to the platform looking for new ideas for money saving, budgeting and planning, to make it even easier to bring these dreams to life. We’re therefore ideally placed to help Halifax reach and inspire their audience; with the very advice and information they’re already looking for.” – Russ Franklin, Head of Financial Services at Pinterest.

How Pinners use Pinterest for financial planning

• +40% of Pinners research mortgages online compared to non-Pinners before purchasing a home (Source: Nielsen Pinterest Path to Purchase 2019/2020, Monthly Pinners, UK)
• 40% were inspired to shop for financial products and services just from scrolling through their Pinterest feed (Source: Nielsen Pinterest Path to Purchase 2019/2020, Monthly Pinners, UK)
• 56% are interested in seeing more financial specifics pins information (Source: Nielsen Pinterest Path to Purchase 2019/2020, Monthly Pinners, UK)
• +64% are more likely to agree that promoted financial pins provide useful information (Source: Nielsen Pinterest Path to Purchase 2019/2020, Comparing Monthly Pinners talking about Pinterest vs non-Pinners talking about competitor platforms like Facebook, Instagram etc)

Pinterest’s Pin extensions are an immersive experience that, with a simple swipe up, lets Pinners deep dive and interact with a brand’s content and drive deeper engagement from inspiration to action.