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2018 One Show - Social Media

The Home Depot Built-In Pins

Agency 22squared / Atlanta, Tampa + 22Pictures / Atlanta

Client The Home Depot, Inc.
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Annual ID

OS_SM18030M

About the Work

For first-time homeowners, Pinterest is THE source of dream-home inspiration. But to these new-home newbies, perfection can be intimidating. So, to give people the confidence to take on their own renovation projects, The Home Depot created Built-in Pins, the first Pin-worthy rooms built beginning to end inside of a Pin. Instead of just seeing the perfectly curated “after,” people got to see the “before” and every single step in the middle. And after the rooms were finished, we invited people inside by hacking One Tap pins and creating the first-ever shoppable 360° experience inside Pinterest. Every Built-in Pin was also a micro hub of content, linking to how-to’s, step-by-step tutorials and shoppable Pins. And, with The Home Depot’s first use of Pinterest Pincodes, we took digital inspiration out of the feed, and into the store.