After launching its first ever Creator Originals series on Pinterest, top Australian travel website Escape.com.au has found success in engaging audiences on the platform with exclusive sustainable travel guides to inspire Pinners for planning their next Aussie holiday.
The travel website leveraged Pinterest to connect with the growing number of people turning to the platform for travel ideas. Their series, Green Escapes: A Sustainable Travel Guide for Earth Month, showcased sustainable accommodation, food and retail locations in some of Australia’s biggest cities.
Newscorp’s Head of Video, Food & Travel, Jace Molan, said the travel publication chose Pinterest for the exclusive campaign because of the millions of Australians who seek out the platform for positive, inspiring travel and sustainable ideas.
“The Creator Original series is an ideal way to inspire our audience, as we know people come to Pinterest to plan and take action, particularly when it comes to planning a holiday,” he said.
“Pinterest is such a positive space and an incredible platform to reach engaged audiences; to be able to create an exclusive series that supports both sustainability and local businesses, which are leading the way in Australia, was something we were proud to be part of,” he continued.
Escape.com.au created Idea Pins to focus on highlighting the nation’s hotels, restaurants and other businesses, which are doing their part to make the travel industry more sustainable. Each episode in the series also included a “sustainable tip” as an actionable step to help the environment
that Pinners can apply in their own lives.
Pinterest continues to see a rise of travel searches related to sustainability, making Escape.com.au and their sustainable travel guides a useful resource, especially for Pinners who increasingly come to the platform to discover new ideas for how they can incorporate sustainability into their lifestyles.
Pinterest has recently seen searches in Australia for “Earth Day Activities” increase by 63% year on year, as well as sustainable ideas for the home with searches for “recycled art” up 34% and “climate change art” increasing 39% over the past year.*
*Methodology: Pinterest internal search data; Global; February 5th, 2022 to March 6th, 2022 vs February 5th, 2021 to March 6th, 2021
This trend is also reflected globally, with Pinterest seeing searches for a more sustainable life around the world including “zero waste tips” up 6X higher, “recycling clothes ideas” up 4X higher, “recycled home decor” up 95% and “zero waste lifestyle” up by 64% compared year on year.*
Creator Originals allow creators to produce exclusive video content with Idea Pins. Pinners are able to discover the new, original content within the search tab of Daily Inspiration. Pinners can view individual Idea Pins in the series and also have the option to watch them sequentially for a more comprehensive experience.
Escape.com.au was an early adopter of Idea Pins and has created more than 80 Idea Pins since launching in Australia. They were also able to take those learnings to optimise the Creator Original series to be mobile-first and authentic, using in-app effects and text so Pinners were more likely to engage with the Pins.
When it comes to recommending Creator Originals series to other brands, Molan said Pinterest offers a space for creators to explore and inspire with videos: “Idea Pins are a fun way to use video in a mobile-first, authentic way. It’s so exciting to see Pinterest exploring video for creators with this dynamic format.”
Pinners are planners with more than 400 million people worldwide using the inspirational platform every month to discover new ideas and bring them to life.
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