Summary
The Ask:
Pinterest operates in a over saturated social media market and must remain proactive in maintaining its appeal to consumers. The mission was to develop a comprehensive, integrated marketing campaign that repositions Pinterest and revitalizes its business. This included a Four C's analysis, strategic positioning, a creative campaign, and experiential design.
My role:
Brand positioning creation, strategy development for campaign release, collaboration on creative direction, and cross-functional team leadership & coordination.
The Team:
Kacey Cooper (Strategist)
Kayliah Kendrix (Copywriter)
Paityn Aunapu (Art Director)
PJ Chaggar (Experience Designer)
The Process
For the Pinterest project, my role was integral in repositioning the brand and developing a comprehensive marketing campaign to revitalize its business. Pinterest, operating in a saturated social media market, needed to distinguish itself from competitors like Instagram, X, and Snapchat. My responsibility was to guide the brand positioning, strategy, and cross-functional team coordination to ensure the campaign was impactful.
Through in-depth research, we identified that Pinterest already had a strong differentiation: unlike other platforms, it focused on inspiration and creative discovery rather than metrics like followers or likes. This insight led us to shape a strategy that positioned Pinterest as the ultimate destination for people seeking inspiration during moments of creative need, making it a valuable resource rather than a daily social platform.
I led the team in developing the “Board Build Bridges” campaign, which demonstrated how Pinterest could be used in various settings—from coffee shops to bookstores—showcasing its versatility. Additionally, we proposed the introduction of a physical magazine, inspired by Pinterest’s magazine-like feel, where users could showcase ideas and find inspiration beyond the digital space.
Throughout the project, I collaborated closely with Kacey Cooper (strategist) and the creative team, guiding the overall campaign direction and ensuring that the strategic and creative elements aligned seamlessly. My role as a leader involved overseeing team coordination, ensuring timely execution, and ensuring that the campaign reinforced Pinterest's unique value proposition in a crowded market. This repositioning helped Pinterest reassert itself as a go-to platform for inspiration, setting it apart from competitors.
