DFS and Pinterest UK have unveiled their second global creative-first campaign collaboration. 

The “What’s Your Thing? Collage Quest” launches as part of the furniture retailer’s new omni-channel brand campaign as an interactive, gamified shopping experience which lets users “discover interior inspiration like never before”. 

The Collage Quest comprises of an immersive experience that guides users through six interior realms. 

These exist in the form of Pinterest’s fastest growing pin format, Collages, and feature shoppable DFS product cut-outs. 

To move forward throughout the quest, users need to hunt for a hidden cut-out clue in each collage, which leads them to the next collage. 

After completing all six collages, they can enter a competition by listing their clues found on the dedicated DFS webpage for a chance to win their dream sofa.

The Collage Quest forms phase one of the campaign, which runs from 20 October to 23 November. 

Pinterest is utilising a Premier Spotlight Total Takeover for both the teaser phase and launch of the campaign, in a bid to drive excitement and reach DFS’ target audience.

Additionally, it is using a mix of static and video Promoted Pins to encourage users to join the Collage Quest. 

In phase two of its campaign, the furniture giant will become the first UK brand to launch the latest Quiz-to-Board Pin Extension on Pinterest.

The extension consists of a personal shopper experience that generates a custom Pinterest board on the users’ profile, full of DFS products that have been inspired by three to five quiz questions around design and lifestyle taste.

DFS head of digital marketing Catherine Woodward said: “Buying a sofa is a big decision for most of our customers. 

“Many of them don’t initially know exactly what it is they’re looking for when they start their shopper journey. 

“The engaging collage and quiz to board format not only enable customers to overcome those challenges, by helping them identify what their ‘thing’ is, but also allows DFS to stand out in a fractured and distracting media environment.”

Pinterest UK and France Karen Bloom Sr. manager, creative strategy said: “The Collage Quest showcases how brands can push the boundaries of ad creative on Pinterest to bring their brand world to life, with a campaign that puts user interaction and personal style front and centre. 

“Through this campaign DFS has tapped into our unique audience who come to Pinterest with the intention to discover their thing and shop to make their ideas a reality.”

DFS joins Debenhams in teaming up with Pinterest, with the online department store tapping the discovery platform to boost brand awareness and customer growth in July.

In March, Primark also partnered with Pinterest for a new trend-led homeware range.

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