US – Following brand research which found that the most common thing holding people back is a fear of failure, Pinterest’s latest campaign encourages people to drop the doubt and try new things, ‘exposing the inner saboteurs’ and persuading people to go and do.
The campaign was developed in partnership with UK-based creative studio Uncommon, with out-of-home ads, digital spots and films, and media partnerships championing the role of creators. It aims to highlight Pinterest as the positive side of the internet, positioning it as a place of ideas and creativity over toxicity and comparison. The brand will also host an experiential pop-up installation in New York imploring visitors to ‘Escape the Doomscroll’ in the lead up to World Mental Health Day on 10 October.
‘Our latest campaign highlights how Pinterest is a different side of the Internet, where you can focus more on doing and less on viewing, where you can find what you love and forget about likes and where you can plan your life and try something new, free of judgement,’ explains Andréa Mallard, chief marketing officer at Pinterest.
With this campaign Pinterest is tapping into Psychophysical Identities, harnessing familiar but negative feelings and channeling them towards positive and productive outcomes.
Strategic opportunity
Tap into how your customers are feeling, and look to connect with them on an emotional level that goes beyond purely visual campaigns
