What’s Your Thing? Collage Quest Features Shoppable DFS Products
Laura McQuarrie — October 23, 2025 — Art & Design
References: marketing-beat
DFS and Pinterest UK teamed up to introduce What’s Your Thing? Collage Quest, an interactive, gamified shopping experience that makes the most of Pinterest's Collages. This immersive, inspiring experience guides users through different interior styles featuring shoppable products from the furniture retailer. As the quest progresses, users will find hidden cut-out clues that lead to the next collage. And once all six collages have been completed, participants can enter a competition by listing their clues found on the dedicated DFS webpage for a chance to win the sofa of their dreams.
Following the first phase of this campaign, DFS will become the first UK brand to launch the latest Quiz-to-Board Pin Extension on Pinterest in phase two.
"Buying a sofa is a big decision for most of our customers," said DFS head of digital marketing Catherine Woodward, "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 [...] enables customers to overcome those challenges, by helping them identify what their ‘thing’ is."
Following the first phase of this campaign, DFS will become the first UK brand to launch the latest Quiz-to-Board Pin Extension on Pinterest in phase two.
"Buying a sofa is a big decision for most of our customers," said DFS head of digital marketing Catherine Woodward, "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 [...] enables customers to overcome those challenges, by helping them identify what their ‘thing’ is."
Trend Themes
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Interactive Gamified Shopping — Retailers are transforming customer engagement by incorporating game-like elements into the shopping experience, thereby enhancing user interaction and providing a more personalized journey.
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Quest-based Retail Marketing — Brands are increasingly deploying quest-based marketing strategies that lead consumers through immersive, goal-oriented shopping paths, allowing for greater customer investment and brand connection.
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Quiz-to-board Technology Integration — The integration of quizzes with visual pin boards represents a novel approach to customizing consumer paths, as customers learn about their preferences in an engaging, interactive format.
Industry Implications
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Furniture Retail — The furniture retail sector is embracing innovation by using digital collages and gamified experiences to assist consumers with decision-making during the shopping process.
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Social Media Platforms — Platforms like Pinterest are evolving to facilitate deeper customer engagement by enabling new tools such as quizzes and shoppable content extensions.
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Digital Marketing — The digital marketing landscape is shifting towards more interactive methods, with companies leveraging new technologies to capitalize on the personalization and gamification of user experiences.
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