Pinterest wants more makers to make more pins on its visually-rich social media platform. More pins lead to more views and more interest from advertisers. It’s a business.
Andréa Mallard, the firm’s CMO wrote a letter about what’s moving her and the brand forward today.
These days, by lunchtime, I feel like I’ve felt all the feelings I’ve ever known. From heartbreaking headlines to infuriating soundbites to polarizing posts from family and friends—it’s a lot. In fact, it’s paralyzing. It makes me feel like I can’t move.
And then I come to Pinterest. Pinterest is a place full of ideas. And here’s the magic of an idea: it doesn’t just make you feel inspired, it makes you feel motivated. It makes you move. It takes you from paralyzed to energized in a moment. An idea can help you learn something, try something, reinvent something. Maybe just your mood… and maybe something more…
I don’t believe it’s an idea, but the song in the brand’s new commercial from 72andSunny Los Angeles makes me move.
“Make the World Make” is an invitation to stop passively scrolling and start actively making –– highlighting how each creator’s original idea can inspire millions. The spot features 10 genre-defying creators, including drag artist and supermodel Miss Fame, florist Maurice Harris, chef Daniela Soto-Innes, and celebrity stylist June Ambrose.
Working with production house M ss ng P eces during a remote shoot, creators were captured over four days in three continents. Director Danielle Levitt directed talent remotely via video, while a small local production crew safely supported talent in each location.
More from Andréa Mallard’s Letter
I like spirited idealism (not everyone does). What I do not like is hyperbole. It never serves a brand well. Here’s some more from Mallard’s letter.
The only way we’re going to make it through 2020—or, hell, any year after this—is by flooding the internet and our lives with as many courageous, thrilling and immediate ideas as we can. That’s why, we’re hosting our first Pinterest Creator Festival, a digital event where we’ll educate, celebrate and inspire you to (hopefully) create on Pinterest.
Making it through 2020 and beyond is not about “flooding the internet” with anything. If anything, it’s about spending less time online and less screen time generally. When you are online, Pinterest is a calm pond, compared to the churning oceans of Twitter and Facebook. For me, that’s a selling point.