Reach Donors and Volunteers with Pinterest Advertising

A Guide to Pinterest Marketing for Nonprofits

Still under the impression that Pinterest is an endless feed of home décor ideas and recipes involving zucchini? You may be missing half the story.

Pinterest has become a visual search engine where users can find information and inspiration and create collections to reference later, all in one place. Moreover, it delivers powerful advertising capabilities for brands looking to connect with the platforms over 150 million users.

For many nonprofits and brands across other industries, Pinterest marketing remains new ground. Keep reading to find out what your organization needs to know to make Pinterest part of your nonprofit social media strategy.

How Nonprofits Can Use Pinterest

Pinterest’s users use the platform to find helpful or creative content. If your nonprofit is just getting started on Pinterest, it’s important to walk before you run—you’ll need to perfect your Pinterest profile, set up your boards and create unique pins. This is how you can begin and later optimize that process.

Create boards that align with your organization’s mission. Think of your boards as a reflection of everything your nonprofit stands for, as well as the interests of your ideal volunteers or donors. For example, a pet rescue nonprofit could create boards for pet care tips, dog training and products for pet lovers.

Add a “Pin It” button to your website. Make it seamless for those interested in your organization to pin content from your website to their Pinterest boards. Installing a “Pin It” button takes only a few minutes but can drive visibility for your organization.

Pin your own content. The first step of any sound Pinterest strategy is creating unique, compelling content. Once that content is on your site, pin it to your relevant Pinterest boards so it can be found by the platform’s users.

A Note on Optimizing Visuals for Pinterest

Pinterest is a highly visual platform. To maximize performance, your nonprofit’s pins need to be eye-catching. Best practices for Pinterest visuals include:

  • Vertical imagery
  • High-quality photography
  • Clean typography
  • Infographics

Once you’ve set up your organization’s Pinterest profile, it’s time to elevate your strategy to include paid Pinterest ads.

Nonprofit Advertising on Pinterest

Promoted Pins are Pinterest’s answer to delivering sponsored content to audiences without disrupting the app’s user experience. These pins show up in users’ feeds and search results and look much like traditional pins with the addition of a “promoted by” slug with each image.

Pinterest Ad Types

As with other types of digital advertising, you can tailor your Pinterest advertising campaigns to best meet your organization’s goals.

If your nonprofit’s objective is reach—getting your message in front of as many people as possible—brand awareness or video views campaigns are your go-to. With these campaigns, you’ll pay when a Pinterest user sees your ad. When the objective is getting visitors to your website, a traffic campaign, which incurs a charge when a user clicks on your ad, may be a better option.

Audience Targeting

Pinterest allows you to target users by location, gender, language and device, but the full extent of its targeting capabilities stretches much further than that. Nonprofits can also target pinners using one or a combination of these three methods:

Interest targeting – Reach pinners based on the content they save or engage with, as well as when they search for relevant terms.

Keyword targeting – Add relevant keywords to your ad group to reach pinners within search results. You can also hyper-target certain users by adding negative keywords and phrases or exact matches.

Audience targeting – Retarget pinners who have visited your site. Upload a list of customers, target those who have pinned content from your website or reach “actalike” pinners whose behavior is similar to an existing audience.

Ad Analytics

Most nonprofits operate with a limited marketing budget, making it imperative to track and measure how every dollar spent on advertising is performing. Pinterest’s Ads Manager reports on your Promoted Pins’:

  • Clickthrough rate – clicks per paid impression
  • Engagement rate – pin opens, clicks and/or saves per paid impression
  • Conversions – completed actions, including purchases, signups, downloads, etc.
  • Cost per action – total spent per conversion
  • Return on ad spend – income generated divided by total spend
  • Delivery metrics – reach and overall performance

Ready to explore more nonprofit marketing know-how? Dive into our article on social media tools for nonprofits.

Blazing a Sexy, Scary Trail for Firetrap with the Deadly Denim Campaign.


It’s rare when you find a mainstream fashion brand who gets the alternative and isn’t scared explore this in their campaign concepts. With the launch of their 2017 Deadly Denim ad campaign, Firetrap needed to authentically assert their fondness for the darker side of life through film.

The Gate was their perfect accomplice.




The Gate was challenged to execute a film that captured the essence of Firetrap, showcasing the dark, rebellious and sexy nature of the brand. The campaign needed to work across multiple formats, both social and TVC and not only act as a Hero brand film, but subtly showcase key products from the AW 2017 line.



Firetrap - Haris Nukem - Deady Denim Campaign - The Gate Films

What we Did.

A scary, sexy story set in searing desert heat, the story burned across social channels and hit climax on TV screens on Halloween.

Gate director, Haris Nukem was an ideal fit for this project. His provocative style seizes the myriad sides of human animalism, capturing moments of heightened freedom – be it through friendship, adoration, excess, conviviality, or sex. Nukem’s raw, gritty and unapologetically sexy aesthetic was exactly what Firetrap wanted to capture for their brand.

With strong, characters and dark, deadly undertones, the concept shares many traits with a gritty Netflix crime documentary… the kind everyone loves to binge on. So that’s how we treated it. To kick-off rollout of the campaign film, we created assets that would fan the flames across Facebook and Instagram.

Teasing soundbites that were tinged with darkness like the below were planted across social channels…



Switching to longer form trailers, complete with more interviews, scenic snippets and illicit crime scene footage, we cashed in on initial curiosity and revved up the anticipation.

Finally, at fever pitch, the TVC directed by Haris Nukem launched and Firetrap ignited. Following the TVC, a series of Hub and Help films such as How to get the Biker Girl Look, behind the scenes footage and model interviews helped to drive consideration among this target segment.



Making of mini-documentary with director, Haris Nukem…



Behind the scenes film with the stylists…



Behind the scenes with model and influencer, Ricky Hall…

The Result.

“The Deadly Denim campaign has executed the essence of Firetrap perfectly by showcasing the dark, rebellious and sexy nature of the brand. The Gate were able to bring a raw concept to life whilst ensuring the hero products were always the key focus throughout.

I couldn’t have asked for a better team to work on this project for us, the dedication and excitement shown by all involved, to create something incredible has been overwhelming. I am delighted with the outcome of this campaign.”



We can help you create content to get there too.

Talk to The Gate about how we can help you to plan and produce moving image content that your audience will love.


Let’s Talk…


The post Blazing a Sexy, Scary Trail for Firetrap with the Deadly Denim Campaign. appeared first on The Gate Films.

Ford taps Bryan Cranston for swagger-filled U.S. campaign

Ford is trying to get its mojo back and is calling on Bryan Cranston to help get the job done. The automaker, beset this year with a falling stock price and scrutiny about its strategic direction, has tapped the actor to star in a swagger-filled campaign called “Built Ford Proud.”

The U.S. campaign, which will begin running on TV this weekend, is the debut effort for Ford by Wieden & Kennedy New York. The independent shop recently joined the automaker’s roster along with Omnicom’s BBDO as part of a major agency overhaul that led to the demotion of incumbent agency WPP’s Global Team Blue.

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How OMD and Starcom stack up so far in McDonald’s global media review

One year into McDonald’s massive media review, Omnicom Group’s OMD and Publicis Groupe’s Starcom have each won pieces of the roughly $3.4 billion business scattered across the globe.

McDonald’s began a global media review in October 2017, seeking to work with a roster of preferred agencies around the world rather than relying on a single partner. Previously, OMD handled media duties globally for the world’s largest restaurant chain.

So far, OMD has retained the business in Canada, China and Germany, while Starcom has won in France. Duties in Latin America will be split between the two agencies.

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Campaign Recap: Advertising Week 2018

Celebrating 15 years of bringing together the who’s who of the advertising and media ecosystem from all over the globe, this year’s Advertising Week boasted 4 bustling floors of activity over 4 days at the AMC Loews Theatre in New York. Our team of media junkies and advertising industry experts were honored to be part of the industry’s long-standing tradition, and represent 5W at Advertising Week this year, working tirelessly to build buzz and excitement for leading B2B tech clients including The Trade Desk, Xaxis and Captify.

It is at Ad Week that leading brand founders, high profile CEO’s and digital marketers come together to discuss the key strategies that are going to move the needle to make advertising more impactful for consumers (1,216 speakers in just four days!) From the Hulu Lounge, the Captify Speakeasy, Microsoft’s AI counter and even Will Smith made an appearance (!), this year’s Ad Week was a showcase of the industry’s best talent, tech, and ideas that are shaping the future of advertising as we know it.

We spoke with 5W’s B2B Tech team to get their takes on the event, and trends in the evolving digital advertising ecosystem. Read on for the full interview!

How have you seen the advertising industry evolve over the past 5 years?

I’ve seen the industry be a bit cyclical over the past 5 years. Meaning, the same consolidation that is happening the realm of ad-tech and media, happened around the same time 5 years ago as consultancies were beginning to encroach on the traditional advertising agency model.

Currently, media and telecom companies are the new guard of the industry. With the flurry of  mergers and acquisitions that kicked off at Cannes (AT&T/AppNexus + Disney/Fox), telecom and media companies are now becoming content creators as well. This has provided massive opportunities for data and measurement at scale, but has also brought privacy and regulation to the forefront.

I think now, what marketers and advertisers are trying to figure out, is how to take the data that is now available to them, and fuse that with actual creative content that matters to consumers. In this climate, we can expect the pendulum to swing back towards creativity in the coming year.

– Elizabeth, Associate Vice President, B2B Tech Team

What was your favorite panel or piece of content that came out of AWNY?

One of the most compelling panels I attended at Advertising Week New York this year whas when two of our tech clients, Xaxis and The Trade Desk, got on stage to discuss video and omnichannel strategy. One of the most prominent trends in advertising today is how marketers are shifting their business and campaign strategies to become more omnichannel in order to meet the needs of today’s digitally connected consumer. In response to this, both Xaxis and The Trade Desk believe that Connected TV (CTV) is going to be a vital channel within a larger omnichannel strategy. More consumers are cutting the cord, and are viewing content on Netflix and Hulu in addition to traditional broadcast networks like ABC. I truly think that in the next 5 years, we will see advertising strategies for both traditional and digital TV channels intersect more closely than ever before.

 – Katie, Assistant Account Executive,  B2B Tech Team.

What trends did you see come out of AWNY this year? What were the hot topics that brands and agencies were discussing?

Streaming TV vs. Cable TV

Something we know all too well, the option to choose between streaming TV and cable TV is becoming increasingly lopsided. Streaming TV offers so many great perks, prices and opportunities that Cable is simply struggling to keep up with. Now how does the advertising industry capitalize on this new TV format? Streaming TV has personal information on the consumer, such as entertainment preference. With this, advertisers can tailor creative towards the specific user, which can lead to higher engagement and resonation – something that advertisers live for. This was an enormous topic of conversation for the likes of industry leaders such as The Trade Desk (our client), AT&T,  OMD and many others. This is simply a high priority for Millennials and Gen Z, and thus, a major opportunity for the industry.

Transparency Post GDPR

When GDPR regulations (data protection law across 28 EU countries) came into effect in back in May 2018, it sent the advertising world into a frenzy. If everyone chooses to protect their data and block ads (thanks, Google), how can advertisers truly target when serving up ads to consumers? What the industry has realized is consumers are okay with sharing information, so long as it’s on their terms, and the ads are authentic and real for their interests. Which leads into our next takeaway…

The Return of Real Creative

Somewhere along the line in recent years, advertising has sort of gone off the creative track. While direct, and to the point can certainly be effective, creative, even long form, can really increase resonation with the consumer. After all, that’s what Millennials and Gen Z are specifically looking for in advertising; resonation, authenticity and zero BS. This year we saw many panels discussing how ads can be amped up, more tailored and more interesting to the consumer – with a hope that the opportunity to hold the consumers’ interest for even a second or two longer will help make the moment more memorable. The pendulum is certainly swinging back towards creative, be it online, television or OOH. Of course, with this, we’re especially excited to see some great ads as we move towards Super Bowl 53.

 – Justin, Senior Account Executive, B2B Tech Team




The post Campaign Recap: Advertising Week 2018 appeared first on 5W PR News and Updates, NY Public Relations Agency Blog.

Data Plot: Finding the Story in the Numbers With Grow CMO Mike Ward (#015)

 [my management style] is about hiring well, hiring the right people who are insatiably curious, who understand the role they play in the organization, and that it’s up to them for us to accomplish big things. Welcome to the the 97th Floor Mastermind Interview Series where each week we sit down with one of […]

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Six leading exchanges sign transparency pact, but fraud concerns remain

Six leading exchanges that provide digital-ad selling software to publishers signed a pact Tuesday that promises to make the programmatic buying experience more transparent and less fraudulent for marketers.

Exchange platforms Rubicon Project, OpenX, PubMatic, Sovrn, SpotX and Telaria all signed the letter, which outlines how the programmatic marketplace can improve transparency and auction dynamics through three guiding principles. The Trustworthy Accountability Group (TAG), an industry trade body focused on eliminating ad fraud and malware, will act as the neutral party in enforcing these guidelines.

The letter is significant, as marketers such as Procter & Gamble, the second largest ad spender in the U.S. according to Ad Age Datacenter, has said it will only buy ads through TAG-certified partners.

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