Furniture retailer DFS has partnered with Pinterest UK to launch an interactive, gamified shopping experience on the visual discovery platform, designed to encourage product discovery and engagement.

The ‘What’s Your Thing? Collage Quest’ launches as part of DFS’s new omnichannel brand campaign. The first element of the experience shows users six interior looks, using Pinterest’s Collages feature and shoppable DFS product cut-outs.

Users are invited to hunt for a hidden cutout clue in each Collage. After completing all six Collages, they can enter a competition by listing the clues found on the dedicated DFS webpage for a chance to win a sofa.

In the second phase of the campaign, DFS becomes the first UK brand to launch Pinterest’s new Quiz-to-Board Pin Extension – a personal shopper experience that generates a custom Pinterest board on the users’ profile. The board includes DFS products inspired by dynamic quiz questions centred on design and lifestyle preferences.

Commenting on the partnership, Karen Bloom, Senior Manager, Creative Strategy at Pinterest UK & France, 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.”

Both the ‘Collage Quest’ and Quiz-to-Board experiences are Pinterest in-house custom creative concepts, developed in collaboration with DFS.

“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,” said Catherine Woodward, Head of Digital Marketing at DFS.

The campaign is supported by a Pinterest Spotlight Total Takeover across both the teaser and launch phases.