After over 20 years of existence, World of Warcraft announced a long-awaited Housing feature, finally allowing players to decorate their in-game homes. The update did more than just empower players with more customisation options – it introduced a whole new way to engage with Azeroth, the fictional land where the game takes place. For the first time, WoW became a place for both war and craft, increasing its appeal for a different kind of audience: Cosy Gamers. This audience has a high overlap with Pinterest’s own core user base, which skews female (70%) and Gen Z (42%). Home Decor is also the platform’s main search topic, amassing over 23 billion pins.

We needed a campaign that would appeal to Pinterest natives who had a passion for scavenging for inspiration without alienating longtime Warcraft players eager to explore new Housing capabilities. To make our work resonate across both groups, we chose to highlight what they had in common: a taste for exploring intricate universes with their own particular aesthetics.

This is how the Craft Your World platform was born. Our campaign made a natural (albeit unexpected) connection explicit, pointing audiences to an exciting way to use Pinterest to navigate the new decor possibilities in World of Warcraft. We started by introducing a range of home aesthetics that merged gaming language with Pinterest culture, as well as merging products with a Pinterest API integration into game.

The face of the partnership was a brand new in-game character: The Orc-itect, Azeroth’s new interior design expert, a partner to every Warcraft home makeover journey. He was present in real-world treasure hunts, Home Decor Twitch livestreams and in short reactive content, judging players’ Azeroth creations.