Consumer discovery tool Pinterest has been seeing record highs in searches around home renovations, up 28% in the first quarter of 2021 compared with search totals a year ago, according to the company. Measured against 2019, home renovation searches are up 65%.
Home store IKEA with its exclusive furniture and products is leveraging the platform to reach these expanded searchers via a new chat and quiz tool.
IKEA is calling the campaign IKEA Renocations, a play on the words vacation and renovation and has been developed with the companies Wavemaker, Ogilvy and Jebbit. The quiz experience includes three questions from an AI character that ultimately helps a Pinterest user dream up a home renovation project and creates a personalized Pinterest Board of inspiring content and product recommendations from the retailer for the user, personalized by their answers.
Pinterest said it has more than 85 million audience members that IKEA is looking to engage with via the quiz as well as present product recommendations.
“At a time when many of us are looking to turn our home projects into a reality, IKEA wants to help consumers refresh their space with products and solutions inspired by places outside of the home, like the beach or a favorite bistro,” said Paul Anderson, IKEA U.S. home furnishing and retail design leader. “The immersive quiz experience on Pinterest provides a personalized and inspirational shopping experience that helps make your dream getaway a reality, even at home.”
As Pinterest has seen a rise in home-related searching, the social company also released some recent trends around the home based on search data. For example, the trend of “maximalism” is on the rise based on trending decor searches such as “grand millennial decor” (3x), “indie room” (132x), “sage green aesthetic” (32x), and “eclectic home” (9x).
Pinterest said 89% of weekly Pinterest users utilize the platform for inspiration in their path to purchase and 84% of weekly Pinterest users utilize the platform when actively considering products to purchase but are undecided.