Pinterest is launching a new promotional campaign where it looks to further distance itself from its social network roots, by essentially re-framing Pinterest as a more positive space – one that’s free of the judgment and criticism that often comes with most mainstream Social Media apps. What are we talking about? Check out this teaser for more context.
Right To Speak
As seen from the quick video, the new campaign, which is awkwardly titled ‘Don’t Don’t Yourself’, looks to highlight the ‘inner saboteurs’ that hold us back and paint Pinterest as being ‘the antidote to doubt’. While the intent and imagery are positive and idealistic, that’s just it – idealistic. It isn’t really established how Pinterest would be different from the other social platforms. Besides Pinterest saying so, there isn’t anything else to go on to really convince viewers… yet.
“Developed in partnership with award-winning UK creative studio, Uncommon Creative Studio, the campaign introduces Pinterest as the inspiring anti-don’t where people go to do.”
In many ways, it does get quite annoying when more and more brands try to make use of these already-jank modern wordings and perspectives, such as the ‘anti/cancel culture’ movement. So, if you were ever doubting your own campaign creative, just remember that this is the best that Pinterest – a multi-million dollar company – could come up with.
Ambiguous terminology aside, the campaign itself is interesting and does help to frame Pinterest as a more creative, experimental space. Here’s another example. Again, how this translates to actual use still remains pretty cloudy. As noted, Pinterest has been trying to distance itself from the ‘Social Network’ tag for years, preferring instead to call itself ‘a catalog of ideas’ or similar, and that it’s less of a social media platform than all these other apps, with the focus more on the content itself and on products specifically, as opposed to interpersonal community and engagement.
The Wrap
For what Pinterest is now for a lot of us, it’s a UI-fueled digital store, showcasing the latest in innovative, creative products, from retailers both small and large. This diversity of listings is what makes the app valuable, but whether that makes it a more open space for freedom of expression, we can’t say for sure.
The new campaign will run across TV, cinema, and streaming in the US, UK, and Germany, while Pinterest is also running a related tie-in for World Mental Health Day (Oct. 10), with a live, interactive installation in New York.
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