Pinterest is launching a new promotional campaign during which it seems to additional distance itself from its social community roots, by framing Pinterest as a extra optimistic area, freed from the judgment and criticism that comes with these ‘different’ apps.
As you may see on this instance, the brand new marketing campaign (annoyingly titled ‘Don’t Don’t Your self’) seems to spotlight the ‘interior saboteurs’ that maintain us again, with Pinterest being ‘the antidote to doubt’.
Although why Pinterest could be any totally different to different social platforms on this respect isn’t actually established – exterior of Pinterest saying so.
As defined by Pinterest:
“Developed in partnership with award-winning UK artistic studio, Unusual Inventive Studio, the marketing campaign introduces Pinterest because the inspiring anti-don’t the place individuals go to do.”
I actually dislike weak puns like this. I don’t know who, in what board room, got here up with that ‘anti-don’t’ wording, however if you happen to had been ever doubting your personal marketing campaign artistic, take coronary heart in the truth that that is the very best that Pinterest, a multi-million greenback firm, may give you.
Dopey phrases apart, the marketing campaign is attention-grabbing, and it does assist to border Pinterest as a extra artistic, experimental area.
However once more, I’m undecided how nicely that can translate to precise utilization.
As famous, Pinterest been making an attempt to distance itself from the ‘social community’ tag for years, preferring as a substitute to name itself ‘a catalog of concepts’ or related. And it’s much less of a social media platform than these different apps, with the main focus extra on the content material itself, and on merchandise particularly, versus interpersonal engagement and neighborhood.
Actually, Pinterest is a UI-fueled digital retailer, showcasing the newest in revolutionary, artistic merchandise, from retailers small and huge. That variety of listings is what makes the app useful, however whether or not that makes it a extra open area for freedom of expression, I’m undecided.
The brand new marketing campaign will run throughout TV, cinema and streaming within the US, UK and Germany, whereas Pinterest can also be working a associated tie-in for World Psychological Well being Day (October tenth), with a stay, interactive set up in New York, ‘that takes on a kind of interior saboteurs’.
Extra information to come back on that.