Pinterest has been famous for discovering recipes, home ideas, style inspiration and new ideas to try.
Recently, however, Chase Home Lending, a leading global financial services firm just collaborated with Pinterest, making use of the ‘Pinterest boards’ filled with pins on how to finance, plan and start you dream renovation.
With this idea, the company published Chase Dream Boards, creating a personalized Pinterest Boards for prospective customers who are planning to renovate or redecorate their home. Afterwards, they provide questionnaires so their tips and visuals would be suitable to the personal preference of the customer, the type of project, personal style, budget, and their financial plan. The outcome is used to tailor product recommendations and target ads to them using their Pinterest profile based on the informations gathered. In which, the home loan could be applied through the Chase Dream Boards page or through Pinterest.
Chase’s intention about Dream Boards is to access Pinterest’s window to knowing customer intent. While some customers might still be opposed to the idea, Chase will use the data to target programmatic ads to them in the future.
Pinterest is viewed to be an effortless fit for Chase to market loans for their projects, adding a financial planning to the DIYs and home makeover projects. Supporting customers to follow through their plans. Amir Ghodrati, director of marketing insights at App Annie stated that “The union of these two companies on this project makes a lot of sense — Pinterest focuses on discovery, it basically helps reduce the barrier to action.”
In addition, this is also a new way of how Chase takes the retail approach to market their service in comparison to the normal promotion based on interest rates.
(All images are taken from: https://homeequity.chase.com/renovationboard)
What do you guys think? Will the customers of Chase will increase due to this collaboration? Let me know x
Carla's Digital Marketing Blog 