Writing my world one word at a time.
The Full Story
This was meant to be a data-driven campaign. The platform is the 14th largest social media platform in the world. It's a place of visual discovery, to find new ideas and inspiration. Pinterest basically allows a user to find things they love, whether they were actively looking for ideas or stumbled upon them. The idea may be saved or pinned in an organized manner until the user is ready to use the idea. We decided to advertise Pinterest because of the sheer market share, the amount of users they already have, and the potential for more users, in the future.
This was what we came up with.
Mission
-
To create an opportunity to reach other audiences who may or may not have a Pinterest account yet.
-
Convince people to share ideas with the world
-
To show where inspiration can be found
-
To show there is always something new to be discovered
Target
Primary: Millennials and Gen X aged 25-34 (29.1% of Pinterest users)
Secondary: Gen Z (50% of Pinterest users) or Baby Boomers (38% of Pinterest users)
Data
-
Pinterest is currently female-dominated. 76.5% of global users are female, whereas only 15.6% are male. The remaining 7.6% are "unspecified" genders.
-
85% of users go on the platform when starting a new project.
-
There are about 478 million total active users on the app, which means there are millions of ideas and inspiration already on the platform to spark ideas.
-
77% of weekly pinners have discovered a new brand on the platform.
-
98% of pinners go out and try ideas they found on Pinterest.
-
9 out of 10 pinners describe the platform as "filled with positivity."
Insight
Overall, the general public has a positive view of the platform. They love the organizational aspect, connectivity, and creativity the platform provides.
It is also very easy to gain followers and engagement on Pinterest, versus other social media platforms.
The platform also indirectly creates the idea that anyone can create and share ideas, and can help others in discovering something new.
Inspiration
There are pinners who use Pinterest as a way to gauge future trends that may happen within a few months. So, we wanted to use this idea and portray Pinterest as a crystal ball, as if it really knew what ideas and projects would become trendy, in the future.
It was a lot of fun coming up with the copy, especially when Halloween was right around the corner when we created this campaign.
