How We Launched Paddington on Pinterest

Using Idea Pins to bring the nation’s most loved bear to Pinterest in time for the festive season.

The Brief

Following the success of Paddington across Facebook, Instagram and Twitter, we were tasked with populating Paddington’s Pinterest page with relevant content, as well as creating new Christmas themed Idea Pins to tap into festive trends.

Our Response

Working closely with Pinterest, crafters and our in-house content creation team, we commissioned a set of videos to showcase how Paddington can add a touch of magic to the festive season. From Christmas wreath making and DIY snow globes to delicious recipes such as mince pies and gingerbread bears, the team collaborated with several content creators to capture engaging tutorials that fans could follow at home.

Once the initial ideas were signed off by the client, the team began the search for creators who would fit the campaign perfectly. We liaised with the creators, managing the process from start to finish; including cost and timescale negotiation, drafting of briefs, and ensuring a timely and smooth sign-off process with both Pinterest themselves and our client, Paddington.

On top of collaborating with content creators, we worked with a studio to create two brilliant stop-motion videos; how to decorate your own Paddington-themed Christmas tree and how to wrap the perfect Christmas gift, using adorable Paddington merchandise.

To tie the campaign together, our content creation team edited the videos using Paddington’s style guide to ensure the content felt on-brand, fun and engaging for the audience.

As well as creating new content, we also adapted a selection of our previous content to populate the Pinterest channel, ensuring assets and copy were optimised to capitalise on Pinterest search trends in order to deliver maximum visibility within the algorithm.

Over 600k
Pinterest Impressions
Total views
"Our first project with Pinterest has been a great success - it’s fantastic to bring Paddington to a different platform. The team at Carousel continually deliver quality strategic campaigns, and this one was no different - targeting a crafty, DIY audience and developing content that speaks to them to generate results as well as promote our commercial product offering. The turnaround time on this was very fast but the team were on hand for any questions, support, and of course to create work to their usual high standard."
Zoé Marty

The Results

Pinterest featured the campaign on its homepage for all users to view, driving both reach and engagement across all content. We also utilised our audiences on our other channels, achieving an engagement rate of 8.3% with 137k reach and 11.5k engagements across our Pinterest announcement posts.

Since launching the campaign on Pinterest, we have achieved over 600k impressions and driven 1.2k link clicks.

Check out Paddington’s Pinterest for all things recipe, crafts… and general cuteness overload! To find out how we can help with your social media content creation and strategy, drop the team an email at